The Weibo of Desire: Transforming Consumptionscapes in the Social Media Era

This study explores how Weibo, the Chinese Twitter, constructs consumers’ desires and promotes consumerism. Content analysis is applied to 250 consumption related Weibo messages. The findings show that idealizing and fantasizing are the ways that consumers use social media to construct and project their desires, and Weibo significantly boosts consumerism.



Citation:

Jingyi Duan and Nikhilesh Dholakia (2013) ,"The Weibo of Desire: Transforming Consumptionscapes in the Social Media Era", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 340-340.

Authors

Jingyi Duan, University of Rhode Island, USA
Nikhilesh Dholakia, University of Rhode Island, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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