Consumer engagement in social media in China

Yi Ru Regina Chen*

*Corresponding author for this work

Research output: Chapter in book/report/conference proceedingChapterpeer-review

13 Citations (Scopus)


With the proliferation of social media enabling individuals (including consumers) to directly communicate and interact with organizations and other individuals, the concept of engagement has rapidly gained scholarly attention. This chapter advances the theoretical inquiry into consumer engagement in social media in China from the strategic communication perspective by providing a synopsis of the concept of consumer engagement drawing from the marketing and public relations literature, then reviewing results of empirical research into consumer engagement in social media in China, and its antecedents and consequences. The third part of the chapter examines the contextual factors (i.e., the role of social media in China and the Chinese cultural influences) underlying consumer–brand social media engagement in China. The chapter concludes with proposals for future research directions that will refine the theoretical framework and strategy of consumer engagement in social media in China.
Original languageEnglish
Title of host publicationThe Handbook of Communication Engagement
EditorsKim A. Johnston, Maureen Taylor
Number of pages15
ISBN (Electronic)9781119167518, 9781119167525, 9781119167600
ISBN (Print)9781119167495
Publication statusPublished - 27 Apr 2018

Publication series

NameHandbooks in communication and media

Scopus Subject Areas

  • Economics, Econometrics and Finance(all)
  • Business, Management and Accounting(all)


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