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

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNAbstract

Published
Publication date2017
Host publicationNorth America - Advances in Consumer Research
EditorsAyelet Gneezy, Vladas Griskevicius, Patti Williams
Place of PublicationDuluth
PublisherAssociation for Consumer Research
Original languageEnglish

Publication series

NameNA - Advances in Consumer Research
PublisherAssociation for Consumer Research
Volume45

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.