Masters Theses


YeonKyung Lee


"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.


Malone, Edward A.

Committee Member(s)

Northcut, Kathryn M., 1964-
Wright, David


English and Technical Communication

Degree Name

M.S. in Technical Communication


Association for Business Communication


Missouri University of Science and Technology

Publication Date

Fall 2017


x, 204 pages

Note about bibliography

Includes bibliographical references (pages 199-203).

Geographic Coverage

United States
South Korea


© 2017 YeonKyung Lee, All rights reserved.

Document Type

Thesis - Open Access

File Type




Thesis Number

T 11230

Electronic OCLC #


Included in

Social Media Commons