Nationalist Sentiments and MNE Responses
Refereed conference paper presented and published in conference proceedings



摘要Multinationals often pay close attention to host country legitimacy. A growing source of mobilizing social forces is social media, especially during the time when host country nationalist sentiment has been triggered. Integrating literatures from communication and political sociology, this paper explores what rhetorical strategies multinationals enterprises (MNEs) can effectively adopt when nationalist sentiments are high after a national conflict occurs. Applying advanced textual analysis, this paper analyzes social media textual data (557,372 Weibo blogs) and develops two types of nationalist sentiments, namely expressive and instrumental nationalist sentiments. Using Chinese nationalist sentiments during national conflicts between 2011 and 2014 as research context, we analyze 17,000 social media posts by Fortune Global 500 companies from America and Japan. This paper demonstrates that when host country expressive nationalist sentiment is high, MNEs will have rhetorical focus on pro-social conducts and use more positive rhetorical tone. However, when host country instrumental nationalist sentiment is high, MNEs will be less likely to have rhetorical focus on pro-social conducts and use less positive rhetorical tone. This paper aims to contribute to the literature on MNE’s host country legitimacy by deepening our understanding of host country nationalist sentiments and MNE’s rhetoric strategies.
著者Tian X, Yiu D W
會議名稱Academy of Management Annual Meeting in Atlanta, USA
會議地點Atlanta, USA

上次更新時間 2018-18-01 於 08:23