WeChat Brands:Communal Interaction and Brand Publicity in Chinese Social Media

Bai, Yuxin and Zhao, Xin and Cocker, Hayley Louise (2017) WeChat Brands:Communal Interaction and Brand Publicity in Chinese Social Media. In: North America - Advances in Consumer Research. NA - Advances in Consumer Research . Association for Consumer Research, Duluth.

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Abstract

Recent research on communal consumption has shifted its theoretical focus from a brand’s linking value in sustaining interaction to its publicity value of facilitating visibility. We examine brands on Chinese social media platform WeChat and report a hybrid form of sociality that conceptually lies between communal interaction and brand publicity.

Item Type:
Contribution in Book/Report/Proceedings
ID Code:
128721
Deposited By:
Deposited On:
07 Nov 2018 13:12
Refereed?:
No
Published?:
Published
Last Modified:
13 Feb 2020 05:15