Journal of Business and Technical Communication Apr 2026

From Monologue to Dialogue: Communication Strategies of Chinese Museums on Weibo and the Imperative for Participation Awareness

Xiaole Zhu Kyung Hee University ; Yoonjae Nam Kyung Hee University

Abstract

This study investigates the social media strategies that Chinese museums use in communicating on Weibo, focusing on the ways these museums engage with the public and the effectiveness of their online interactions. Combining grounded theory and content analysis, the authors analyze 319 posts from six major museums and 842 posts from 36 smaller museums. Their findings suggest that although museums effectively use social media for educational purposes, there is room for more interactive and diverse content to enhance public engagement. The study provides practical insights on how museums can optimize their social media strategies by emphasizing audience-centered communication and greater interactivity in order to foster deeper connections with the public.

Journal
Journal of Business and Technical Communication
Published
2026-04-01
DOI
10.1177/10506519251404923
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Topics
service learning qualitative research social media
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