@inbook{b5587d693d16459e98033e3a3f272957,
title = "Consumer engagement in social media in China",
abstract = "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.",
author = "Chen, {Yi Ru Regina}",
note = "Publisher copyright: {\textcopyright} 2018 John Wiley & Sons, Inc.",
year = "2018",
month = apr,
day = "27",
doi = "10.1002/9781119167600.ch32",
language = "English",
isbn = "9781119167495",
series = "Handbooks in communication and media",
publisher = "Wiley-Blackwell",
pages = "475--489",
editor = "Johnston, {Kim A. } and Taylor, {Maureen }",
booktitle = "The Handbook of Communication Engagement",
address = "United States",
edition = "1st",
}