li yingying-- master thesis defense
TRANSCRIPT
![Page 1: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/1.jpg)
Examining Stakeholder Relationships in Chinese Public Relations Practice:
A Case Study of LinkedIn Chinaand its sub-brand Chitu
Li YingyingMaster of Mass Communication, BYU
Thesis Defense, 06/09/2016
![Page 2: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/2.jpg)
Why LinkedIn China and Chitu?
![Page 3: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/3.jpg)
![Page 4: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/4.jpg)
Introduction
![Page 5: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/5.jpg)
Purpose of Study:
• To examine the extent to which the propositions of stakeholder and relationship management theories are applicable in a Chinese public relations context
• To discover the ways in which Guanxi culture can bring greater understanding to these public relations theories
• To offer practical insights for foreign organizations that need to nurture relationships with stakeholders in China.
![Page 6: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/6.jpg)
Literature Review
![Page 7: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/7.jpg)
• Chinese Social Media
• Relationship Management Theory
• Social Media Relationship Building Strategies
• Relationship Cultivation on Chinese Social Media
• Stakeholder Theory
• “Guanxi” and Stakeholder Relationship Management in China
![Page 8: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/8.jpg)
Research Questions
![Page 9: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/9.jpg)
• RQ1: With which Chinese stakeholders does Chitu cultivate relationships?
• RQ2: On which Chinese stakeholders has Chitu focused its communication and relationship-building efforts?
• RQ3: How does Chitu employ relationship cultivation strategies in communicating with its most important group of stakeholders?
• RQ4: To what extent are Chitu’s relationship cultivation strategies influenced by Guanxi?
![Page 10: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/10.jpg)
Methodology
![Page 11: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/11.jpg)
• Qualitative Research
• Case Study Approach
• Sources of Evidence
• Research Procedure
• Data Analysis
Documentation
Interviews
Direct Observation
Participant-observation
![Page 12: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/12.jpg)
![Page 13: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/13.jpg)
![Page 14: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/14.jpg)
Results
![Page 15: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/15.jpg)
RQ1:
investorsboard of directors
government
employees
mediaIndustry peers
consumers and users
![Page 16: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/16.jpg)
RO2: • Employees :(1) Whole employee in operation
(2) Open culture
(3) Empowerment and ownership
• Users: (1) Early adopters, (2) “Career biggies,” (3) General users.
![Page 17: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/17.jpg)
RQ3:
• Chitu’s value
• The most crucial strategies:
(1), Trigger and guide users’ active self-expression.
(2), Provide professional groups with various online and offline activities.
![Page 18: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/18.jpg)
RQ4:
(1), Making use of reciprocity in Guanxi culture.
(2), Making use of trust in Guanxi culture.
(3), Creating a new model of Guanxi (“positive energy”)
![Page 19: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/19.jpg)
Discussion
![Page 20: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/20.jpg)
• The linkage model
• Theoretical propositions on maintaining the effective organization-public relationships
• Additional explanations:(1), Building Belief and the Page Principles
(2), CEO Communication and Personal Influence
(3), Issues Management
(4), Embracing the Cultural Shifts in Guanxi
![Page 21: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/21.jpg)
Conclusion
![Page 22: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/22.jpg)
Theoretical Implications:
(1) Delivering value in relationship cultivation
(2) The application of theories within the evolving cultural context
![Page 23: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/23.jpg)
Practical Implications:
(1), Focusing on strategic behaviors, not just communication(2), Partnering with government(3), Educating consumers(4), Positioning the CEO with localized approaches(5), Making both employees and consumers relationship-building advocates(6), Focusing on cultivating relationships first, instead of making profits(7), Thinking locally and acting locally
![Page 24: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/24.jpg)
Limitations
![Page 25: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/25.jpg)
Recommendations
![Page 26: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/26.jpg)
Future Research
![Page 27: Li Yingying-- Master Thesis Defense](https://reader034.vdocuments.mx/reader034/viewer/2022042505/58a186ff1a28abca5a8b5e61/html5/thumbnails/27.jpg)
Thank You!Li Yingying