Public engagement with firms on social media in China.

An increasing number of companies use social media such as micro blogs to promote celebrities in Internet communities. Companies may run their official micro blogs differently, which in turn leads to different public engagements on micro blogging sites. This study takes a perspective on the adoption behaviours of micro blogs in enterprises by looking at the relationship between media frame and audience frame based on the China Fortune 500 firms in 2014. The results show that the updates, active days and followings are associated with public engagement with the corporate official micro blogs. In particular, we found information overload from information updates. The marginal utility of the public engagement decreases as number of updates increases. The results also show that the daily variance of updates has a significant influence on the audience frame. [ABSTRACT FROM AUTHOR]