Abstract

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 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.

Degree

MA

College and Department

Fine Arts and Communications; Communications

Rights

http://lib.byu.edu/about/copyright/

Date Submitted

2016-06-01

Document Type

Thesis

Handle

http://hdl.lib.byu.edu/1877/etd8876

Keywords

Stakeholder relationships theory, public relations strategies, Guanxi, LinkedIn China, Chitu, foreign internet companies, China

Included in

Communication Commons

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