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dc.contributor.advisorXu, Yingzi
dc.contributor.authorWu, Meng
dc.date.accessioned2019-05-14T22:19:56Z
dc.date.available2019-05-14T22:19:56Z
dc.date.copyright2019
dc.identifier.urihttp://hdl.handle.net/10292/12510
dc.description.abstractWeChat Official Account (WOA) is an innovative platform built upon WeChat, a mobile social networking tool designed primarily for online communication. WOAs offer a formal way for companies to interact with their customers through WeChat and have been leveraged as a marketing apparatus by multinational enterprises to communicate and interact with Chinese consumers by utilising the platform’s multimodality. Multimodality on WeChat is manifested in the integration of texts, images and video clips – all of which shape WOA into a unique platform unlike any other. Scholarly studies on WeChat marketing have recently proliferated, yet research that specifically looks at WOA as a marketing communication platform is lacking. To fill this research gap, the objective of this study was to establish a conceptual framework that addresses electronic word-of-mouth (eWOM) and its influence on consumer purchase intentions and behaviours in the context of WOAs. Extrapolated from this conceptual framework, five propositions are proposed to demonstrate WOA consumer behaviour dynamics, especially with regard to consumers’ purchase intentions. Keywords: WeChat Official Account (WOA); electronic word-of-mouth (eWOM); social capital; consumer purchase intentions; consumer behavioursen_NZ
dc.language.isoenen_NZ
dc.publisherAuckland University of Technology
dc.subjectWeChat Official Account (WOA)en_NZ
dc.subjectElectronic word-of-mouth (eWOM)en_NZ
dc.subjectSocial capitalen_NZ
dc.subjectConsumer purchase intentionsen_NZ
dc.subjectConsumer behavioursen_NZ
dc.titleThe Effect of WeChat Official Accounts on Chinese Consumers’ Purchase Intentionsen_NZ
dc.typeDissertationen_NZ
thesis.degree.grantorAuckland University of Technology
thesis.degree.levelMasters Dissertations
thesis.degree.nameMaster of Businessen_NZ
dc.rights.accessrightsOpenAccess
dc.date.updated2019-05-14T04:05:35Z


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