To investigate the generic features of firm-generated advertisements (FGAs) in cross-cultural contexts, this study analyzed 327 FGAs by Dell Technologies and the Lenovo Group on Twitter and Sina Weibo. Integrating affordances and multimodality into genre analysis, the study showed that the FGAs were characterized by (a) flexible move structure, (b) persuasive language, (c) visual illustration, and (d) hyperlinks, hashtagging (#), and mentioning (@) functions. The FGAs on Sina Weibo, compared with those on Twitter, tended to use more language play, emojis, and contextual product pictures and show more emphasis on the niche of products, incentives, and celebrity endorsement.

Background: As all sorts of communications have substantially moved to the internet, volumes of literature on internet-mediated communication have emerged in professional and technical communication in different research paradigms, including studies on internet-mediated genres, which often have generic features beyond traditional conception and thus require updated understanding. This study systematically explores the emerging body of internet-mediated genre studies and identifies the specific genres that researchers have studied, the analytical components and research methods used, and conclusions reached to characterize the current state of the research. Research questions: 1. Which internet-mediated genres have been studied in existing literature (2005-2019)? 2. What affordances have been considered in existing studies on internet-mediated genres? 3. Which research methods have been used to study internet-mediated genres? Literature review: Major issues affecting prior studies of internet-mediated genres include inconsistent terminology used by researchers, the ways that affordances are considered, and the inadequacies of current genre analysis methods to explain features arising from those affordances. Methodology: Employing an integrative literature review, we conducted a systematic search resulting in 35 qualified studies published in journals indexed in the Social Sciences Citation Index between 2005 and 2019. Each was systematically analyzed to identify the genre addressed, communicative goal, medium, affordances addressed, and research methods used. Results/discussion: Three main types of internet-mediated genres-including email, website, and social media, and several subtypes-were identified, each distinguished by their medium and communicative goal. The affordances were either treated monomodally, mentioned as contextual information, or integrated into the analytical framework. Researchers relied on a variety of methods to study internet-mediated genres, with mixed methods most commonly used. Conclusions and further research: The data show that both the genres of interest and methods used to study them vary with time, suggesting that this area of research continues to evolve. Future studies could probe into a larger variety of internet-mediated genres with more diverse analytical components and methods.