TY - CHAP
T1 - WeChat Marketing Case Study: How to Use Social Media to Communicate with Virtual Audiences in China
AU - Fan, Fei
PY - 2020/11/21
Y1 - 2020/11/21
N2 - Facing significant changes in online communication and consumption trends, marketers and practitioners in the communication and public relations industries are eager to learn how to use social media tools to engage the virtual audience and promote their messages and products to potential target audiences in the digital world. In China, WeChat is one of the most widely-used social media vehicles with an instant messaging function, making it attractive to international marketing practitioners who seek to grow brand awareness and improve brand loyalty in China. The Hong Kong Trade Development Council, a statutory body established in 1966, has been relying on WeChat to interact online with Mainland China since 2013. This chapter discusses the Hong Kong Trade Development Council’s official WeChat subscription account, and proposes a WeChat communication model based on a participant observation method between 1 November 2013 and 1 November 2015. It also uses an analysis of content gathered between 3 November 2015 and 3 November 2016 to offer message solutions for WeChat marketing in China.
AB - Facing significant changes in online communication and consumption trends, marketers and practitioners in the communication and public relations industries are eager to learn how to use social media tools to engage the virtual audience and promote their messages and products to potential target audiences in the digital world. In China, WeChat is one of the most widely-used social media vehicles with an instant messaging function, making it attractive to international marketing practitioners who seek to grow brand awareness and improve brand loyalty in China. The Hong Kong Trade Development Council, a statutory body established in 1966, has been relying on WeChat to interact online with Mainland China since 2013. This chapter discusses the Hong Kong Trade Development Council’s official WeChat subscription account, and proposes a WeChat communication model based on a participant observation method between 1 November 2013 and 1 November 2015. It also uses an analysis of content gathered between 3 November 2015 and 3 November 2016 to offer message solutions for WeChat marketing in China.
U2 - 10.1007/978-981-15-7341-5
DO - 10.1007/978-981-15-7341-5
M3 - Chapter
SN - 9789811573408
T3 - Digital Culture and Humanities
SP - 207
EP - 225
BT - New Media Spectacles and Multimodal Creativity in a Globalised Asia
A2 - Lam, Sunny Sui-kwong
PB - Springer
CY - Singapore
ER -