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

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract

Published

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WeChat Brands: Communal Interaction and Brand Publicity in Chinese Social Media. / Bai, Yuxin; Zhao, Xin; Cocker, Hayley Louise.
North America - Advances in Consumer Research . ed. / Ayelet Gneezy; Vladas Griskevicius; Patti Williams. Duluth: Association for Consumer Research, 2017. 1024451 (NA - Advances in Consumer Research ; Vol. 45).

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract

Harvard

Bai, Y, Zhao, X & Cocker, HL 2017, WeChat Brands: Communal Interaction and Brand Publicity in Chinese Social Media. in A Gneezy, V Griskevicius & P Williams (eds), North America - Advances in Consumer Research ., 1024451, NA - Advances in Consumer Research , vol. 45, Association for Consumer Research, Duluth. <http://acrwebsite.org/volumes/1024451/volumes/v45/NA-45>

APA

Bai, Y., Zhao, X., & Cocker, H. L. (2017). WeChat Brands: Communal Interaction and Brand Publicity in Chinese Social Media. In A. Gneezy, V. Griskevicius, & P. Williams (Eds.), North America - Advances in Consumer Research Article 1024451 (NA - Advances in Consumer Research ; Vol. 45). Association for Consumer Research. http://acrwebsite.org/volumes/1024451/volumes/v45/NA-45

Vancouver

Bai Y, Zhao X, Cocker HL. WeChat Brands: Communal Interaction and Brand Publicity in Chinese Social Media. In Gneezy A, Griskevicius V, Williams P, editors, North America - Advances in Consumer Research . Duluth: Association for Consumer Research. 2017. 1024451. (NA - Advances in Consumer Research ).

Author

Bai, Yuxin ; Zhao, Xin ; Cocker, Hayley Louise. / WeChat Brands : Communal Interaction and Brand Publicity in Chinese Social Media. North America - Advances in Consumer Research . editor / Ayelet Gneezy ; Vladas Griskevicius ; Patti Williams. Duluth : Association for Consumer Research, 2017. (NA - Advances in Consumer Research ).

Bibtex

@inbook{b223e3af662444779553ab21a7046fc2,
title = "WeChat Brands: Communal Interaction and Brand Publicity in Chinese Social Media",
abstract = "Recent research on communal consumption has shifted its theoretical focus from a brand{\textquoteright}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.",
author = "Yuxin Bai and Xin Zhao and Cocker, {Hayley Louise}",
year = "2017",
language = "English",
series = "NA - Advances in Consumer Research ",
publisher = "Association for Consumer Research",
editor = "Ayelet Gneezy and Vladas Griskevicius and Patti Williams",
booktitle = "North America - Advances in Consumer Research",

}

RIS

TY - CHAP

T1 - WeChat Brands

T2 - Communal Interaction and Brand Publicity in Chinese Social Media

AU - Bai, Yuxin

AU - Zhao, Xin

AU - Cocker, Hayley Louise

PY - 2017

Y1 - 2017

N2 - 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.

AB - 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.

M3 - Abstract

T3 - NA - Advances in Consumer Research

BT - North America - Advances in Consumer Research

A2 - Gneezy, Ayelet

A2 - Griskevicius, Vladas

A2 - Williams, Patti

PB - Association for Consumer Research

CY - Duluth

ER -