The purpose of this paper is to explore empirically the adoption of social networking services in corporate communication within the context of China.

After reviewing the extant literature on technology adoption, the paper proposes a conceptual model for studying the adoption of social networking in corporate communication. Based on this model a quantitative survey is carried out within the Chinese context to examine the key factors influencing consumers’ adoption of social networking services to engage with organisations.

The conceptual model proposed in this study offers a comprehensive overview of the adoption of social networking services through identifying various factors associated with ease of use, perceived usefulness, trust and loyalty and advertisement. Through adopting an empirical research strategy focusing on China, which has a high level of technology adoption, this study contributes towards providing a good understanding of how new technology‐enabled social media platforms can offer a more dynamic engagement between consumers and organisations.

This research only focuses on exploring empirically the adoption of social networking services in one country and does not investigate how such factors may impact consumers’ adoption and continuity to use in that country or in a wider context.

The conceptual model in this study offers organisations including multinational ones and researchers a comprehensive overview of the adoption of social networking services in corporate communication, particularly in an emerging economy. The key findings of this study show how the ease of use of these platforms and services can facilitate a better engagement and communication between consumers and corporate organisations. In addition, the study indicates embedding social networking services platforms and services within the advertisement strategy for the organisation can contribute towards its success in reaching to a broader consumer range.

The core contribution of this research adds to the growing body of knowledge concerning the adoption of social networking services in emerging economies. In particular, the conceptual model formulated through the synthesis of extant literature offers researchers and practitioners valuable insights on appreciating the key issues that require consideration when organisations utilise social networking services to engage with consumers.