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What is WeChat service account? Retrieved Jfrom Users of the world, unite! The challenges and opportunities of social media. Journal of Advertising Research, 47(4), 485–495. The influence of eWOM on virtual consumerĬommunities: Social capital, consumer learning, and behavioral outcomes. Convention and exhibition industry in Hong Kong. Why would online gamers share their innovation-conducive knowledge in the online game user community? Integrating individual motivations and social capital perspectives. Understanding WeChat users’ liking behavior: An empirical study in China. Tencent’s WeChat hits 1 billion milestone as Lunar New Year boosts monthly active users. Qualitative research methods in public relations and marketing communications. Journal of Advertising Research, 51(1), 313–320.ĭaymon, C., & Holloway, I. Following the fashionable friend: The power of social media. 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. 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. 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. 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. 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.