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 MoreFeatured
E3. Having Power, Giving More? The Effect of Psychological Power on Consumers’ Charitable Giving of Time
Wumei Liu, Lanzhou University
Featured
Q11. The Effect of Message Ephemerality on Information Processing
Uri Barnea, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Gideon Nave, University of Pennsylvania, USA
Featured
Deviating from the Majority When Resources Are Scarce: The Effect of Resource Scarcity on Preference for Minority-endorsed Products
Xiushuang Gong, Jiangnan University
Yafeng Fan, Tsinghua University
Ying Ding, Renmin University of China