Huawei Knowledge Transfer in Africa: Corporate Communication and Users’ Responses on Social Networks

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Abstract

This article focuses on the launch by the Chinese company Huawei of ICT academies in sub-Saharan Africa (SSA), and Kenya especially. Existing literature shows contrasting findings concerning the impact of such formation and recruitment centres. Through high-level thematic and sentiment analyses, this article examines various Huawei accounts on social networking sites (SNSs) – that is, Facebook and Twitter – in order to better assess: (1) the kind of online corporate communication unfolded by the company with particular regard to these centres; and (2) how the advertising of such centres is perceived by users. The results suggest that Huawei’s online corporate requires better fine-tuning with local SNSs’ users.
Original languageEnglish
Pages (from-to)77-99
Number of pages23
JournalGlobal Media and Communication
Volume19
Issue number1
DOIs
Publication statusPublished - 2023

Bibliographical note

Green Open Access added to TU Delft Institutional Repository 'You share, we take care!' - Taverne project https://www.openaccess.nl/en/you-share-we-take-care.
Otherwise as indicated in the copyright section: the publisher is the copyright holder of this work and the author uses the Dutch legislation to make this work public.

Keywords

  • China
  • corporate communication
  • Huawei
  • ICTs
  • Kenya
  • knowledge transfer
  • social networks
  • sub-Saharan Africa

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