Enhancing Customer Participation in Social Media: a Value Co-Creatoin Perspective

we examine how Chinese social media has been used to participate with Chinese consumers, by critically examining the social media strategies of a leading food brand (Nestlé China). we aim to answer what factors influence the effectiveness of social media marketing and branding strategies for non-traditional food products in China? We acknowledge the National Science Foundation ( 71172031,71472008 ) and Guanghua-Cisco Leadership Institution Joint Project(#12-10) support.



Citation:

Hongxia Zhang , Hongzhi Gao, Mary Tate, and Jia Chen (2015) ,"Enhancing Customer Participation in Social Media: a Value Co-Creatoin Perspective", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 295-295.

Authors

Hongxia Zhang , Peking University
Hongzhi Gao, Victoria University of Wellington
Mary Tate, Victoria University of Wellington
Jia Chen, Peking University



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



Share Proceeding

Featured papers

See More

Featured

What’s Your Construct? Exploring the Different Definitions and Operationalizations of Scarcity

Kelly Goldsmith, Vanderbilt University, USA
Rebecca Hamilton, Georgetown University, USA
Caroline Roux, Concordia University, Canada
meng zhu, Johns Hopkins University

Read More

Featured

M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards

Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA

Read More

Featured

When Does Being Paid an Hourly Wage Make it Difficult to Be a Happy Volunteer?

Sanford E. DeVoe, University of California Los Angeles, USA
Jieun Pai, University of California Los Angeles, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.