Wechat Brands: Communal Interaction and Brand Publicity in Chinese Social Media

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.



Citation:

Yuxin Bai, Xin Zhao, and Hayley Cocker (2017) ,"Wechat Brands: Communal Interaction and Brand Publicity in Chinese Social Media", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 511-511.

Authors

Yuxin Bai, Lancaster University, UK
Xin Zhao, Lancaster University, UK
Hayley Cocker, Lancaster University, UK



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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