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All posts by Sora Kim

[Research Library], Digital Media Research Center, DMRC - International

Zhang, Xiaochen; Tao, Weiting; & Kim, Sora (2014). A comparative study on global brands’ micro blogs between China and USA: Focusing on communication styles and branding strategies. International Journal of Strategic Communication, 8(4), 231-249. Summary This quantitative content analysis compares global brands’ use of communication styles and brand anthropomorphism between two leading culturally different micro-blogging … Continue reading A Comparative Study on Global Brands’ Micro Blogs between China and USA: Focusing on Communication Styles and Branding Strategies →

Digital Media Research Center, DMRC - Blogs, DMRC - Crisis, , , , ,

Summary This study examined the impact of spokesperson’s rank and selected media channels in crisis communication by employing different ranks (i.e., CEO and communication director spokespersons) and media channels (blogs, websites, and newspapers). Findings indicated that CEO spokespersons were more effective in terms of lowering publics’ crisis responsibility attributions than communication director spokespersons and that … Continue reading How Spokesperson Rank and Selected Media Channels Impact Perceptions in Crisis Communication →