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.


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.


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


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

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