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Association: Name: NCA 93rd Annual Convention URL: http://www.natcom.org
Citation: URL: http://www.allacademic.com/meta/p188746_index.html Direct Link: HTML Code:

Pan, Po-Lin. and Xu, Jie. "Cultural Differences Make Differences: An Investigation of Online Strategic Communication of Corporate Websites in the United States and China" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL, Nov 14, 2007 <Not Available>. 2009-05-23 <http://www.allacademic.com/meta/p188746_index.html>

Pan, P. and Xu, J. , 2007-11-14 "Cultural Differences Make Differences: An Investigation of Online Strategic Communication of Corporate Websites in the United States and China" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL Online <PDF>. 2009-05-23 from http://www.allacademic.com/meta/p188746_index.html

Publication Type: Conference Paper/Unpublished Manuscript Abstract: This study applied a cultural divergence approach to explore whether different cultures would make some differences in online marketing interactivity and corporate public image on corporate websites. It also attempted to analyze different online strategic communications on corporate websites of two different nations� the United States and China. The results showed that U.S. corporations were more likely to highlight online marketing interactivity and social responsibility, which might integrate marketing and public relations as a strategic communication on their corporate websites. Alternatively, Chinese corporations provided more online interactive spaces for the consumer-consumer interactions. Furthermore, Chinese corporate websites were inclined to build corporate public image in their own way that emphasized corporate history, CEO�s announcement and some power-oriented symbols.

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Determinants of External Search in Online Purchase: Consumers' Information Search Patterns in Marketing Communication