Examining Stakeholder Relationships in Chinese Public Relations Practice: A Case Study of LinkedIn China and Its Sub-Brand Chitu

Yingying Li, Li Yingying, Christopher Wilson, Robert Wakefield, Kenneth Plowman
2016 unpublished
Examining Stakeholder Relationships in Chinese Public Relations Practice: A Case Study of LinkedIn China and Its Sub-Brand Chitu Li Yingying School of Communications, BYU Master of Arts This qualitative, single case study research analyzes the stakeholder relationship cultivation strategies employed by LinkedIn China and its sub-brand Chitu. It also examines the extent to which the propositions of stakeholder theory and relationship management theory are applicable in a Chinese public relations
more » ... se public relations context. Observations were made through analysis of documentation, interviews, direct observations and participant-observation. The results show that stakeholder theory and relationship management theory alone could not adequately explain the ways in which LinkedIn China and Chitu establish and maintain relationships with their stakeholders. This research discovered that additional theories are needed to explain LinkedIn China's success in relationship building. These theories include the Arthur W. Page Society's Building Belief Model and its Page principles; moreover, relationships between LinkedIn China and its stakeholders were forged and cultivated through CEO communication, personal influence, and issues management. The study also reviews how Guanxi, as an evolving cultural factor, affects LinkedIn China's decision-making and public relations strategies. Finally, this study offers practical insights for foreign organizations that need to nurture relationships with stakeholders in China.
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