Playing With Tensions: How Bloggers Sustain Consumers' Engagement For Commercial Purposes

Existing theories about the tensions on word-of-mouth marketing tend to be negative, with prior consumer research highlight how to ease, conceal, or mispresent the tensions. Our research shows that the tensions are important for the blogger's popularity and consumers' digital engagement on dominant Chinese social media platform WeChat.



Citation:

Yuxin Bai, Xin Zhao, and Hayley Cocker (2019) ,"Playing With Tensions: How Bloggers Sustain Consumers' Engagement For Commercial Purposes", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 442-443.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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