{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,2,27]],"date-time":"2026-02-27T02:30:11Z","timestamp":1772159411882,"version":"3.50.1"},"reference-count":61,"publisher":"Emerald","issue":"3","license":[{"start":{"date-parts":[[2023,10,5]],"date-time":"2023-10-05T00:00:00Z","timestamp":1696464000000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["OIR"],"published-print":{"date-parts":[[2024,5,24]]},"abstract":"<jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n                    <jats:p>The purpose of this study is to compare the communication practices of Chinese and US companies on YouTube and explores the effectiveness of different communication strategies at the topic level.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n                    <jats:p>The author selected 22 Chinese companies and 22\u00a0US firms and compared the content of their English language corporate YouTube channels through content analysis, sentiment analysis and cluster analysis.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n                    <jats:p>The results revealed that the three communication strategies (information, response and involvement) in general were not significantly different regarding their engagement rates, but they generated different comment scores when communicating topics of corporate social responsibility. The results also showed that Chinese companies were more likely than American firms to display the speeches of corporate leaders, use collectivistic references and present human interest messages in YouTube videos.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n                    <jats:p>This study sheds light on how national institutional environment shapes corporate communication on YouTube.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Practical implications<\/jats:title>\n                    <jats:p>This study challenges the infatuation with the involvement strategy and offers some advice for practitioners on topic selection and user comment function management.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n                    <jats:p>This study makes a novel contribution to the literature of corporate communication on YouTube by adopting a cross-national comparative approach. A conceptual framework of major factors influencing stakeholder responses on YouTube was presented.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title content-type=\"abstract-subheading\">Peer review<\/jats:title>\n                    <jats:p>\n                      The peer review history for this article is available at:\n                      <jats:ext-link xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" ext-link-type=\"uri\" xlink:href=\"https:\/\/publons.com\/publon\/10.1108\/OIR-02-2023-0061\">https:\/\/publons.com\/publon\/10.1108\/OIR-02-2023-0061<\/jats:ext-link>\n                    <\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/oir-02-2023-0061","type":"journal-article","created":{"date-parts":[[2023,10,4]],"date-time":"2023-10-04T14:23:45Z","timestamp":1696429425000},"page":"541-561","source":"Crossref","is-referenced-by-count":3,"title":["Using YouTube for corporate communication: a comparison between Chinese and American companies"],"prefix":"10.1108","volume":"48","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9865-0615","authenticated-orcid":false,"given":"Sheng","family":"Yuan","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2023,10,5]]},"reference":[{"issue":"4","key":"key2024052306260568100_ref001","doi-asserted-by":"crossref","first-page":"796","DOI":"10.1016\/j.pubrev.2017.05.002","article-title":"Messages on CSR-dedicated Facebook pages: what works and what doesn't","volume":"43","year":"2017","journal-title":"Public Relations Review"},{"issue":"3","key":"key2024052306260568100_ref002","doi-asserted-by":"crossref","first-page":"181","DOI":"10.1016\/j.jbusres.2006.11.002","article-title":"Culture and web communications","volume":"60","year":"2007","journal-title":"Journal of Business Research"},{"issue":"4","key":"key2024052306260568100_ref003","doi-asserted-by":"crossref","first-page":"484","DOI":"10.1108\/OIR-07-2013-0181","article-title":"Corporate YouTube practices of Eurozone companies","volume":"38","year":"2014","journal-title":"Online Information Review"},{"key":"key2024052306260568100_ref004","doi-asserted-by":"publisher","DOI":"10.1108\/OIR-04-2022-0217","article-title":"The effect of YouTube comment interaction on video engagement: focusing on interactivity centralization and creators' interactivity","year":"2022","journal-title":"Online Information Review"},{"key":"key2024052306260568100_ref005","article-title":"TikTok: a look at China's #1 up and coming social media","year":"2020","journal-title":"Dragon Social"},{"issue":"1","key":"key2024052306260568100_ref006","doi-asserted-by":"crossref","first-page":"52","DOI":"10.1177\/2329490616663708","article-title":"Communicating corporate social responsibility on social media: strategies, stakeholders, and public engagement on corporate Facebook","volume":"80","year":"2017","journal-title":"Business and Professional Communication Quarterly"},{"issue":"2","key":"key2024052306260568100_ref007","first-page":"19","article-title":"Network arrangements underlying strategic corporate social responsibility: findings from globalized cyberspace and lessons for Asian regions","volume":"20","year":"2021","journal-title":"Journal of Contemporary Eastern Asia"},{"issue":"2","key":"key2024052306260568100_ref008","doi-asserted-by":"crossref","first-page":"228","DOI":"10.1108\/13563281311319508","article-title":"CSR communication strategies for organizational legitimacy in social media","volume":"18","year":"2013","journal-title":"Corporate Communications"},{"issue":"2","key":"key2024052306260568100_ref009","doi-asserted-by":"crossref","first-page":"137","DOI":"10.1057\/s41299-017-0021-8","article-title":"Use of YouTube for business communication. 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