Masters Theses
Abstract
"In this study, I analyzed four companies' Facebook and Twitter posts to study the similarities and differences of American and Korean businesses' communication practices on social media. The study used a qualitative research method: each Facebook and Twitter post was assigned as a unit and coded. Southwest Airlines, General Electric, Asiana Airlines, and Samsung Electronics were selected, and a total of 402 Facebook posts and 465 Tweets from July 6 to September 5, 2016, were collected. Each post was coded by two coders under three coding categories: post-content, medium, and Aristotle's pisteis. After the data was coded, I analyzed each company's communication practices on Facebook and Twitter, including the mediums and rhetorical appeals they used. Based on the results, four major purposes of using Facebook and Twitter were derived: branding, authenticity, interactivity, and information dissemination and viral marketing. Results showed that the American companies focused more on interactivity, while the Korean companies focused more on information dissemination and viral marketing. Based on the results and analysis from the study, I suggest three possible strategies for companies in each country. In their communication with Korean customers, American companies might emphasize pathos rather than ethos, hold giveaway events, and use high-context communication patterns. In their communication with American customers, Korean companies might emphasize ethos rather than pathos, be more interactive by commenting or broadcasting live videos, and practice a simple and explicit form of communication"--Abstract, page iii.
Advisor(s)
Malone, Edward A.
Committee Member(s)
Northcut, Kathryn M., 1964-
Wright, David
Department(s)
English and Technical Communication
Degree Name
M.S. in Technical Communication
Sponsor(s)
Association for Business Communication
Publisher
Missouri University of Science and Technology
Publication Date
Fall 2017
Pagination
x, 204 pages
Note about bibliography
Includes bibliographical references (pages 199-203).
Geographic Coverage
United States
South Korea
Rights
© 2017 YeonKyung Lee, All rights reserved.
Document Type
Thesis - Open Access
File Type
text
Language
English
Thesis Number
T 11230
Electronic OCLC #
1021857587
Recommended Citation
Lee, YeonKyung, "Communicating with customers on social media in the United States and South Korea: An analysis of four companies' practices" (2017). Masters Theses. 7721.
https://scholarsmine.mst.edu/masters_theses/7721
