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Impact of ByteDance crisis communication strategies on different social media users

Business

Impact of ByteDance crisis communication strategies on different social media users

S. Che, Y. Zhou, et al.

Explore how ByteDance's crisis communication strategies impacted user attitudes on TikTok during Trump's sanctions. This insightful study by ShaoPeng Che and colleagues examines over 50,000 comments from Toutiao and Weibo, revealing platform-specific user responses and offering recommendations for effective multi-platform communication.

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Playback language: English
Abstract
This study investigates the impact of ByteDance's crisis communication strategies on user attitudes across different social media platforms, using the case of Trump's sanctions on TikTok. Analyzing 50,702 user comments from Toutiao and Weibo, the study employed machine learning (including ERNIE, which achieved an F1-score of 82.4%) and deep learning for sentiment classification and semantic network analysis. Results revealed contrasting sentimental tendencies on Toutiao and Weibo after the fourth communication event, highlighting the influence of information sources and platform-specific user attributes. The study recommends multi-platform crisis communication strategies that consider the unique characteristics of influential platforms.
Publisher
Humanities and Social Sciences Communications
Published On
Oct 26, 2023
Authors
ShaoPeng Che, Yuanhang Zhou, Shunan Zhang, Dongyan Nan, Jang Hyun Kim
Tags
ByteDance
crisis communication
user attitudes
TikTok
sentiment analysis
social media
platform differences

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