Drawing from the Uses and Gratifications Theory (UGT), this study explores the influences of the gratifications derived from the use of the WeChat on Chinese consumers’ purchase intention for South Korean brands. A total of 2,276 respondents from ten cities in China—Beijing, Shanghai, Guangzhou, Shenzhen, Ji’nan, Nanjing, Zhengzhou, Wuhan, Chengdu, and Xi’an—were part of this study. Structural equation modeling (SEM) and PROCESS analysis was applied to examine the data. Gratifications that Chinese consumers receive from the WeChat, such as functional information, entertaining information, social interaction, brand interaction, and self-concept, positively influence their brand identity. In addition, the identity of South Korean brands posit...
Many foreign companies see social media as a low cost marketing space for entering the vast Chinese ...
In the current digital word, social media represent a relevant tool for marketing and communications...
The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in...
Social media marketing is gradually replacing traditional marketing and becoming the primary marketi...
This dissertation attempts to investigate the relationship between eWOM on Chinese social media, cus...
Abstract The deep penetration of social media has brought a significant influence on people’s lives...
Background: The widespread use of social media has offered brands a great opportunity to engage with...
The media landscape has witnessed a noticeable transformation over the past decade (Mangold and Faul...
The aim of the study was to investigate the impact of social media marketing on the purchase intenti...
Prior research on social network sites (SNSs) has focused on interpersonal communication on Facebook...
WeChat is a widely used multi-functional social media platform in China. The increasing number of We...
This is the author accepted manuscript. The final version is available from the publisher via the DO...
Recent research on communal consumption has shifted its theoretical focus from a brand’s linking val...
Social media is playing important to affect consumer behavior. People can share their knowledge, opi...
As a new e-commerce paradigm, social commerce has resulted from consumers relying on the online reco...
Many foreign companies see social media as a low cost marketing space for entering the vast Chinese ...
In the current digital word, social media represent a relevant tool for marketing and communications...
The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in...
Social media marketing is gradually replacing traditional marketing and becoming the primary marketi...
This dissertation attempts to investigate the relationship between eWOM on Chinese social media, cus...
Abstract The deep penetration of social media has brought a significant influence on people’s lives...
Background: The widespread use of social media has offered brands a great opportunity to engage with...
The media landscape has witnessed a noticeable transformation over the past decade (Mangold and Faul...
The aim of the study was to investigate the impact of social media marketing on the purchase intenti...
Prior research on social network sites (SNSs) has focused on interpersonal communication on Facebook...
WeChat is a widely used multi-functional social media platform in China. The increasing number of We...
This is the author accepted manuscript. The final version is available from the publisher via the DO...
Recent research on communal consumption has shifted its theoretical focus from a brand’s linking val...
Social media is playing important to affect consumer behavior. People can share their knowledge, opi...
As a new e-commerce paradigm, social commerce has resulted from consumers relying on the online reco...
Many foreign companies see social media as a low cost marketing space for entering the vast Chinese ...
In the current digital word, social media represent a relevant tool for marketing and communications...
The wide use of Social Network Site (SNS) brand pages by companies has renovated brand strategies in...