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• Public engagement was assessed using a multi-dimensional construct consisting of cognitive, emotional, and behavioral measures. • The data was analyzed using a Tobit regression model, a hierarchical regression model, and a multinomial logistic regression model. • Both relationship cultivation strategies and disaster social media use effectively increased engagement, although on different levels. • Although generally underutilized by companies, the access tactic significantly predicted all three dimensions of public engagement. • Emotional posts, a functional use of social media by companies, positively predicted an emotional response by publics. This study explores the relationship cultivation strategies and disaster social media functions Chinese companies used to maintain relationships with their publics during the COVID-19 pandemic. Public engagement was assessed using a multi-dimensional construct consisting of cognitive, emotional, and behavioral measures. A quantitative content analysis of 756 Weibo posts from China's Fortune 500 companies and 553 top user comments formed a data set that was analyzed using three types of regression analysis. Results showed that both relationship cultivation strategies and disaster social media use effectively increased engagement between Chinese companies and their publics, although on different levels. Although generally underutilized by companies, the access tactic in the relationship cultivation strategies significantly predicted all three dimensions of public engagement. Emotional posts, a functional use of social media by companies, positively predicted an emotional response by publics. [ABSTRACT FROM AUTHOR]

• Very few studies analyzed technologies besides social media and websites. • The list of dialogic principles was rarely updated. • Dialogic loop and generation of return visits were not well implemented on ICT-based platforms. • Public engagement was the most commonly studied effect of dialogue, organizational factors were the most frequently studied antecedents of dialogue implementation. • Dialogue in public relations approach was seldom applied in Chinese context, either in English or Chinese literature. This study aims to systematically analyze and compare studies applying the dialogue approach in public relations to information communication technologies (ICTs) under English and Chinese context. Specifically, we want to investigate the subjects, the adoption of dialogic principles, and the processing of additional valuables of dialogue in selected studies. By identifying 68 relevant peer-reviewed journal articles under English context and 13 under Chinese context, we analyzed different subjects in selected publications, including their research topics, methods, samples and objectives. Moreover, our study also revealed the following results: (1) three dialogic principles were well adopted while the other two were not; (2) public engagement was the most common effect; (3) organizational response was the most common antecedent to dialogue implementation. Future studies are recommended to diversify research methods, topics and relevant technologies. We also call for developing theoretical models for dialogue in public relations and updating dialogic principles and measurements. Based upon the fact that the dialogue approach is less studied under Chinese context, we also offer a path to construct effective and ethical communication between organizations and publics on various ICT-based platforms in Greater China. [ABSTRACT FROM AUTHOR]