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2020 | OriginalPaper | Chapter

11. WeChat Marketing Case Study: How to Use Social Media to Communicate with Virtual Audiences in China

Author : Fei Fan

Published in: New Media Spectacles and Multimodal Creativity in a Globalised Asia

Publisher: Springer Singapore

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Abstract

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.

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previous chapter Digital Materiality of Chinese Characters in Text-Based Interactive Art

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Title: WeChat Marketing Case Study: How to Use Social Media to Communicate with Virtual Audiences in China
Author: Fei Fan
Publisher: Springer Singapore
Book: New Media Spectacles and Multimodal Creativity in a Globalised Asia
Print ISBN: 978-981-15-7340-8

Electronic ISBN: 978-981-15-7341-5

Copyright Year: 2020
DOI: https://doi.org/10.1007/978-981-15-7341-5_11

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