Huawei knowledge transfer in Africa: Corporate communication and users’ responses on social networks

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.