Final published version
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract
Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSN › Abstract
}
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 -