<bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Background:</b> Website adaptation is widely regarded as a strategic priority for successful cross-cultural business communication. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Literature review:</b> Drawing upon Hofstede's and Schwartz's cultural theories and the standardization/localization paradigm, this study conducts a quantitative analysis on the adaptative strategy performed by Chinese multinational corporations (MNCs) on their US websites and its influencing factors. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research questions:</b> 1. To what extent have Chinese MNCs adapted their US websites to the US culture? 2. Are product, organizational and managerial factors associated with the degree of website adaptation? <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Research methodology:</b> This study first used content analysis to examine the cultural manifestation on Chinese MNCs’ US websites and then quantitatively measured their degree of website adaptation. The association between the adaptation degree and its influencing factors was tested through a regression analysis. <bold xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink">Results and conclusion:</b> The results indicated that Chinese MNCs have adapted their US websites to the US culture to a large extent. Product type, degree of internationalization, and firm size were significantly correlated with the adaptation degree, yet the association between products’ technological intensity, top management's international experiences, and the adaptation degree was not confirmed. This study extends the website adaptation literature by making an initial attempt to calibrate the degree of cultural adaptation reflected on corporate websites. It also provides fresh insights into how website adaptation can be impacted by a series of company-level factors. In addition, this study contributes to the field of technical and professional communication by suggesting effective ways for firms to make proper strategic decisions on cross-cultural web communication.

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.