The Engagement Model with Cultural Sensitivity
2021-11-24 16:14:00
The importance of Engagement has been evidenced across disciplines (e.g., communication, marketing, management, etc.). In the context of emergency cases (e.g., COVID-19, earthquakes), different strategies have been adopted by governments to arouse the public’s engagement. In this talk, the ABC model of engagement (Johnson & Taylor, 2018) will be shared with case illustration, which consists of three dimensions, i.e., cognitive, affective, and behavioral engagement. Moreover, as cultural characteristics may shape how the public is engaged, cases from East Asia will be the focus to demonstrate the cultural sensitivity of the ABC model.