Why and How Do Sojourners Talk about Macao? Effects of Perceived Risk and Expected Benefit
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Due to the growing popularity of digital platforms, social media conversations have been proposed and used as an indicator of public diplomacy outcomes. Despite this, existing research has found that most publics were unwilling to engage with foreign countries on social media. Considering this, this study seeks to identify factors that motivate and/or constrain individuals’ engagement in conversations about foreign countries. A survey and semi-structured interviews were conducted with sojourners who temporarily resided in Macao. When choosing how (i.e., channels) and what (i.e., content) to transmit, they managed the tension between perceived risk and expected benefit. Reflecting the theory of planned behavior, where individuals’ motivation (i.e., intended outcomes) and perceived behavioral control (i.e., ability to manage the tension between perceived risk and expected benefit to achieve such intended outcomes) predict behavioral intentions, the findings unveil the limitations of monitoring and tracking social media conversations as an indicator of public diplomacy outcomes.
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Why and How Do Sojourners Talk about Macao? Effects of Perceived Risk and Expected Benefit
In: Asian International Studies ReviewSearch for other papers by Suh-Hee Choi in
Current site
Google Scholar
PubMed
Search for other papers by Lisa Tam in
Current site
Google Scholar
PubMed
Search for other papers by Kadir Jun Ayhan in
Current site
Google Scholar
PubMed
Search for other papers by Dong-Min Lee in
Current site
Google Scholar
PubMed
Due to the growing popularity of digital platforms, social media conversations have been proposed and used as an indicator of public diplomacy outcomes. Despite this, existing research has found that most publics were unwilling to engage with foreign countries on social media. Considering this, this study seeks to identify factors that motivate and/or constrain individuals’ engagement in conversations about foreign countries. A survey and semi-structured interviews were conducted with sojourners who temporarily resided in Macao. When choosing how (i.e., channels) and what (i.e., content) to transmit, they managed the tension between perceived risk and expected benefit. Reflecting the theory of planned behavior, where individuals’ motivation (i.e., intended outcomes) and perceived behavioral control (i.e., ability to manage the tension between perceived risk and expected benefit to achieve such intended outcomes) predict behavioral intentions, the findings unveil the limitations of monitoring and tracking social media conversations as an indicator of public diplomacy outcomes.
| All Time | Past 365 days | Past 30 Days | |
|---|---|---|---|
| Abstract Views | 0 | 0 | 0 |
| Full Text Views | 295 | 43 | 9 |
| PDF Views & Downloads | 337 | 45 | 6 |
