Relevant bibliographies by topics / Wechat marketing

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Wechat marketing'

Author: Grafiati
Published: 4 June 2021
Last updated: 8 February 2022

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Journal articles on the topic "Wechat marketing"

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Kontsevaia, Diana B., and Paul D. Berger. "Mobile Marketing in China: Can WeChat Turn Their New Advertising Strategy into a Sustainable Advantage?" International Journal of Marketing Studies 8, no. 4 (July 27, 2016): 37. http://dx.doi.org/10.5539/ijms.v8n4p37.

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<p>WeChat is China’s equivalent of WhatsApp, Facebook, and Paypal all combined into one app. In this paper, we examine mobile marketing in China, and specifically focus on WeChat’s strategy in opening up its platform to advertising. There is profit potential and also risk potential for WeChat in adopting this strategy. We discuss aspects of this strategy along various dimensions, compare WeChat and Facebook where relevant, and stress how and why WeChat needs to be cautious as it goes forward, to avoid various pitfalls that were handled unsuccessfully by Weibo. Core issues that are discussed include differentiation, personalization, customer perception, and the uniqueness of China and the Chinese consumer.</p>
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Zhang, Liang, Yi Wu, XueSheng Qian, Ping Lv, and Xue Zhou. "Analysis on WeChat-Based Blended Learning in Network Marketing Course." International Journal of Emerging Technologies in Learning (iJET) 14, no. 17 (September 16, 2019): 86. http://dx.doi.org/10.3991/ijet.v14i17.11277.

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Blended learning is an information-based teaching method. This method is applied in network marketing course and verifying its teaching effect is a problem worthy of research. By combining blended learning-related theories, student features, and course requirements, a WeChat-based blended learning pattern applicable to network marketing course was proposed in this study. A teaching design of WeChat-based blended learning was created, followed by a teaching experiment. Quantitative analysis was used to verify the teaching results of the experimental and control classes. Results demonstrate that the learning effect of experimental class adopting WeChat-based blended learning is superior to that of the control class adopting traditional teaching method. WeChat-based blended learning lengthens extracurricular learning time, enhances students’ learning interest, and increases the opportunity of student–teacher exchange. This study provides references for developing WeChat-based hybrid learning.
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Tan, Si, and Weiping Chen. "Building consumer trust in online food marketplaces: the role of WeChat marketing." International Food and Agribusiness Management Review 24, no. 5 (July 12, 2021): 845–62. http://dx.doi.org/10.22434/ifamr2020.0159.

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Consumer trust receives high attention in food marketplaces, however, little research focuses on how to build consumer trust in the online context. Drawing on signaling theory and presence theory, this paper proposes a comprehensive framework with which to explain the influence mechanism of WeChat food marketing on consumer trust. Utilizing data from 672 consumers in China’s WeChat food marketplaces, this study conducted a partial least squares structural equation modeling analysis. The findings indicate that food seller’s content behavior and interactive behavior on WeChat positively affect consumer trust through the mediating effect of consumer’s perceived information quality and presence. And consumer trust can enhance consumer loyalty. This study extends the research on consumer trust in online food marketplaces. It also provides certain theoretical guidance for food marketers to make better use of WeChat for trust building.
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Jiang, Mengyin. "위쳇 공식계정을 통한 관광목적지 IMC 사례연구." Journal of Tourism Management Research 23, no. 4 (July 31, 2019): 425–48. http://dx.doi.org/10.18604/tmro.2019.23.4.20.

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Zhao, Jingkun, Honglu Liu, and Yilei Pei. "Study on WeChat Marketing Strategy Based on the Purchase Intention of Youth Group." Journal of Electronic Commerce in Organizations 15, no. 4 (October 2017): 39–56. http://dx.doi.org/10.4018/jeco.2017100104.

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Recently, studies of WeChat Marketing Strategy based on the Purchase Intention have used TAM to help enterprises achieve high levels of marketing strategy but most have investigated only a component of TAM and neglect the role of entertainment, privacy and trustworthiness (belief in benevolence, belief in the competence, belief in the integrity) that are shown when people use WeChat. Therefore, a model that goes beyond TAM and include key relational concepts (entertainment, concern about privacy, trust,etc.) is developed. Entertainment,concern about privacy and trustworthiness are major parts of this model, which are based on strong theoretical foundations. Eleven hypotheses are formulated. Data on the constructs are collected from 384 respondents and analyzed by using regression analysis to test the hypotheses.
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CHEN, Xin, and Yuyang LI. "Research on the Influence Factors of MOOC Platform WeChat Marketing." JOURNAL OF INTERNATIONAL EDUCATION AND DEVELOPMENT 4, no. 3 (2020): 14–23. http://dx.doi.org/10.47297/wspiedwsp2516-250002.20200403.

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Pang, Hua, Jingying Wang, and Xiang Hu. "Understanding the Potential Influence of WeChat Engagement on Bonding Capital, Bridging Capital, and Electronic Word-of-Mouth Intention." Sustainability 13, no. 15 (July 29, 2021): 8489. http://dx.doi.org/10.3390/su13158489.

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As the most prevalent social media platform in mainland China, WeChat enables interpersonal communication among users and serves as an innovative marketing platform for enterprises to interact with consumers. Although numerous studies have investigated the antecedents of electronic word-of-mouth (e-WOM), WeChat users’ specific behaviors still receive limited academic attention. Drawing from social capital theory and social exchange theory, this article develops a model to systematically explore three differentiated types of WeChat behaviors and their association with users’ social capital and e-WOM intention. The conceptual model is explicitly evaluated by utilizing web-based data gathered from 271 young people. Obtained results demonstrate the path effects indicating that: (1) WeChat use behaviors such as seeking, sharing, and liking can positively influence bonding social capital, while only the impacts of sharing and liking on bridging social capital are significant; (2) bonding and bridging social capital are both significant predictors of e-WOM intention, and bonding social capital is the more influential of the two; (3) bonding social capital partially mediates the effect of seeking on e-WOM intention. These findings are eloquent for researchers and operators to further grasp the increasing importance of WeChat adoption and social capital on young generations’ e-WOM intention in the evolving digital age.
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Xiao, Yunhua. "Tourism Marketing Platform on Mobile Internet." Journal of Electronic Commerce in Organizations 17, no. 2 (April 2019): 42–54. http://dx.doi.org/10.4018/jeco.2019040104.

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With the progress of science and technology, the development and improvement of internet technology and smart phones are gradually popular in the daily life; this world has achieved a swift transition to the mobile internet era from the traditional internet era. Various tourist areas have established “Digital Scenic Spots” in recent years, making the internet combine tightly with tourism. The construction of scenic-spot marketing platforms based on internet is an important component of constructing “Digital scenic spot.” In this article, a tourism marketing platform on the mobile internet is established by analyzing the mobile internet mainstream technology and its application in tourism marketing. In this article, the architecture of the marketing system uses the MVC pattern with a three-tier distributed structure and the logic layer of the system uses a construction of JavaBean and EJB. The article also builds a WeChat marketing model based on MM-TIP. The result of research provides some reference for constructing tourism marketing platform based on mobile internet.
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Liu, Sindy, Patsy Perry, and Gregory Gadzinski. "The implications of digital marketing on WeChat for luxury fashion brands in China." Journal of Brand Management 26, no. 4 (October 15, 2018): 395–409. http://dx.doi.org/10.1057/s41262-018-0140-2.

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Yu, Chuanpeng, Zhengang Zhang, Chunpei Lin, and Yenchun Jim Wu. "Can data-driven precision marketing promote user ad clicks? Evidence from advertising in WeChat moments." Industrial Marketing Management 90 (October 2020): 481–92. http://dx.doi.org/10.1016/j.indmarman.2019.05.001.

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Dissertations / Theses on the topic "Wechat marketing"

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Liu, Wen. "On Ethicality of Multi-level Marketing Schemes on Wechat Platform in Mainland China." Thesis, KTH, Industriell ekonomi och organisation (Inst.), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-240292.

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Multi-level marketing schemes (MLMs) is one of the fastest growing types of business in the world. Especially in China, with the development of e-commerce and social network application, increasingly people start doing business for MLM companies in social network platform. However, there are few academic articles have been written about the ethicality of MLMs on social media application in China. What surprising is, even in China, the ethical issue of MLMs on Wechat is controversial. Among the ordinary person, MLMs sometimes have been accused of being pyramid schemes, which is illegal in China. Besides, many people complain that some of their friends sell products on Wechat, which make them uncomfortable and sometimes be pressured to buy it. This research explores the nature of MLMs and the ethical issues of it. It argues that MLMs on Wechat in China posed some unique ethical issues and attempts to search for the solutions for them.
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Li, Junying. "Factors that influence users to take part in WeChat marketing activities." Master's thesis, 2015. http://hdl.handle.net/10071/11443.

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JEL Classification M3 M31
With the penetration of smart phones and mobile Internet, Instant Message Tool is one of the important channels that was developed in order to meet the communication need. Diven by the strong demand, WeChat is the fastest growing Instant Message Tool, and gradually replace the others such as QQ, Weibo, becomes the most popular one in China. Since WeChat has been released new version with functions for busniess, WeChat marketing has started to become a hot topic which concerned by many enterprises. Enterprises push information and hold activities by using WeChat functions such as “Subscription Account”, “QR Code”, in order to obtain more attention and reach more sales. The purpose of this dissertation was to study factors that will influence users’ partipation in WeChat Marketing. Based on the Technology Acceptance Model, marketing features and social characteristics are also considered in the research model. After running Factor Analysis, Usage Performance, Privacy Concern, Perecived Entertainment, Perceived Interactive, Subjective Norm, Perceived Behavioral Control were the new independent variables; Attitude as the immediate variable; Behavior Intention as the dependent variable. Final result shows that Usage Performance has significant positive impact on Attitude and Behavior Intention. Perecived Entertainment and Perceived Interactive have significant positive impact on Attitude. However, Privacy Concern has not significantly influence on Attitude. Subjective Norm has significant impact on Attitude and Behavior Intention, while Perceived Behavioral Control has not significantly influence on Attitude and Behavior Intention.
Com a penetração de smartphones e Internet móvel, Ferramentas de Mensagens Instantâneas tornam-se num dos mais importantes canais desenvolvidos de forma a satisfazer a necessidade de comunicação. Derivado pela forte procura, WeChat é a ferramenta de mensagens instantâneas com maior crescimento, gradualmente substituindo outras plataformas como QQ e Weibo, tornando-se num dos mais populares na China. Desde o surgimento do WeChat com novas funções para os negócios, o seu marketing tem começado a ser um importante tópico de análise por muitas empresas. As empresas enviam informação e mantêm actividades usando a opção de “Registar Conta” e “código QR”, de forma a obter maior atenção e obter mais vendas. O objectivo desta dissertação consiste em estudar os factores que influenciam a participação dos usuários no marketing do WeChat. Com base no Modelo de Aceitação Tecnológica, recursos de marketing e características sociais também são considerados no modelo de pesquisa. Depois de executar uma análise factorial, as variáveis independentes foram Desempenho de Uso, Preocupação com a Privacidade, Entreternimento Percebido, Interactividade Percebida, Norma Subjectiva, Controlo Comportamental Percebido; tendo como variável imediata Atitudes, e Intenção de Comportamento como variável dependente. Os resultados finais mostram que o Desempenho de Uso tem um impacto positivo significativo nas Atitudes e Intenção de Comportamento. Entertenimento Percebido e Interactividade Percebida têm um impacto positivo significativo nas Atitudes. No entanto, a Preocupação com a Privacidade não tem influência significativa nas Atitudes. Normas Subjectivas têm um impacto significativo nas Atitudes e Intenção de Comportamento, enquanto que o Controlo Comportamental Percebido não tem influência significativa nas Atitudes e Intenção de Comportamento.
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Sun, Ying. "Interactive Social Selling and Relationship Management on WeChat." 2016. http://scholarworks.gsu.edu/communication_theses/115.

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The thesis examined the phenomenon of micro-entrepreneurship, social selling and relationship management on WeChat. I used autoethnography as my research methodology, and the findings contribute to academic area on social selling, micro-entrepreneurship, social marketing, relationship management, and strategic communication. This paper also explored how WeChat users conduct their management strategies and relationship marketing in the common Chinese culture background. Findings revealed that WeChat is an ideal social selling and marketing approach for Chinese individual sellers to accomplish their business goal.
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Wen, Zhiqing. "Consumer behaviour in mobile social media: A study of Chinese cosmetic buyers in WeChat." Master's thesis, 2020. http://hdl.handle.net/10071/22302.

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The growth of Chinese Cosmetic Market and use of WeChat to make various purchases especially cosmetics by the users have garnered significant attention. However, there is a lack of empirical studies examining consumer behaviour when it comes to purchasing cosmetics on WeChat by the WeChat users. This study attempts to fill that gap in the literature. First, by surveying the existing literature, this study constructs a modified version of Decomposed Theory of Planned Behaviour. Second, using survey, data are collected from 150 Chinese WeChat users. And finally, Regression Analyses are used for validating the proposed model. The findings of this study indicate that Attitude and Perceived Behaviour Control have significant influence on WeChat users’ Behaviour Intention, but such influence was not observed for Subjective Norms and Bandwagon Effect. The findings of this study will help cosmetic companies to formulate effective promotion strategies to enhance consumers’ Behaviour Intention to purchase their products on WeChat. Furthermore, companies must ensure the ease of use and compatibility of their systems to influence higher purchase intention for their users.
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Books on the topic "Wechat marketing"

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Liu, Yinyuan. Social Media Marketing in China mit WeChat. Wiesbaden: Springer Fachmedien Wiesbaden, 2018. http://dx.doi.org/10.1007/978-3-658-17497-2.

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Huang, Hao. Wei shang jiu de zhei me gan: Yi dong ying xiao shi zhan shou ce = Wechat marketing. Beijing: Xin hua chu ban she, 2015.

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Wan zhuan wei xin gong zhong ping tai jiao ni qian jing Zhongguo da lu: Wechat wei shang xing xiao fa da jie mi. Taibei Shi: Bo ke si chu ban shi ye wang, 2017.

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Wei shang, zhe me zuo cai zuan qian!: Ling men kan yue ru bai wan de she qun xing xiao shu. Taibei Shi: Yuan liu chu ban shi ye gu fen you xian she gong si, 2018.

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Xin shou xue wei xin chuang ye, ying xiao yu tui guang. Beijing: Qing hua da xue chu ban she, 2017.

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Wei xin xiao cheng xu: Chan pin + yun ying + tui guang shi zhan. Beijing: Qing hua da xue chu ban she, 2017.

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Wei xin li liang: Wechat power. 2015.

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author, Lan Yao, ed. Wei xin, zhe me wan cai zhuan qian: WeChat, wei earn. 2013.

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Book chapters on the topic "Wechat marketing"

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Liu, Yinyuan. "WeChat+ Hardware." In Social Media Marketing in China mit WeChat, 195–219. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_11.

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Liu, Yinyuan. "Offizielle WeChat-Website." In Social Media Marketing in China mit WeChat, 183–94. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_10.

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Liu, Yinyuan. "Internetplattformen von WeChat." In Social Media Marketing in China mit WeChat, 59–68. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_3.

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Liu, Yinyuan. "Werbung auf WeChat." In Social Media Marketing in China mit WeChat, 171–82. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_9.

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Liu, Yinyuan. "Grundlegende Funktionen von WeChat." In Social Media Marketing in China mit WeChat, 39–58. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_2.

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Liu, Yinyuan. "Online-Bezahldienst „WeChat Pay“." In Social Media Marketing in China mit WeChat, 119–60. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_7.

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Liu, Yinyuan. "Öffentliches WeChat-Konto und Unternehmenskonto." In Social Media Marketing in China mit WeChat, 69–86. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_4.

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Liu, Yinyuan. "Bekanntmachung des öffentlichen WeChat-Kontos." In Social Media Marketing in China mit WeChat, 101–17. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_6.

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Liu, Yinyuan. "Nutzen von WeChat für europäische Unternehmen." In Social Media Marketing in China mit WeChat, 221–37. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_12.

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Liu, Yinyuan. "Registrierung und Einstellung des öffentlichen WeChat-Kontos." In Social Media Marketing in China mit WeChat, 87–100. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-17497-2_5.

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Conference papers on the topic "Wechat marketing"

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Yang, Shu. "Research on WeChat Marketing Strategy." In 6th Annual International Conference on Social Science and Contemporary Humanity Development (SSCHD 2020). Paris, France: Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.210121.125.

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Hai-yan, Zhang, Wang Qi, and Ma Xuan. "Research on WeChat marketing path of enhancing customer marketing experiences." In 2016 Chinese Control and Decision Conference (CCDC). IEEE, 2016. http://dx.doi.org/10.1109/ccdc.2016.7531793.

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Wei, Juan. "Study on Wechat Marketing Strategy of Tmall." In 2017 7th International Conference on Social science and Education Research (SSER2017). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/sser-17.2018.7.

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Long, Zhaohui. "The Difficulties and Countermeasures of WeChat Marketing." In International Conference on Education, Management and Computing Technology (ICEMCT-16). Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/icemct-16.2016.83.

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Zhiqin, Du. "Youth-Targeted WeChat Marketing Strategies of Fashion Businesses." In 2018 International Conference on Communication, Computing and Internet of Things (IC3IoT). IEEE, 2018. http://dx.doi.org/10.1109/ic3iot.2018.8668187.

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"WeChat Business: A New Cultural Background of Relationship Marketing." In 2020 International Conference on Educational Science. Scholar Publishing Group, 2020. http://dx.doi.org/10.38007/proceedings.0000240.

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Zhang, Ping. "Research on Strategy of Model Innovation of WeChat Marketing." In 2015 Joint International Mechanical, Electronic and Information Technology Conference. Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/jimet-15.2015.88.

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Yeweng, Xingyue, and Ming Yan. "The Present Situation and Strategy Analysis of WeChat Marketing." In 2017 7th International Conference on Education, Management, Computer and Society (EMCS 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/emcs-17.2017.80.

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Peng, Guangyu. "Design and Implementation of Wechat Marketing System on Web Mode." In 2015 International Conference on Education Technology, Management and Humanities Science (ETMHS 2015). Paris, France: Atlantis Press, 2015. http://dx.doi.org/10.2991/etmhs-15.2015.81.

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Liu, Liping, and Hongyan Wu. "Users' Acceptance Willingness Model and Empirical Study of WeChat Marketing." In International Conference on Education, Management, Computer and Society. Paris, France: Atlantis Press, 2016. http://dx.doi.org/10.2991/emcs-16.2016.295.

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