Abstract
| Original language | English |
|---|---|
| Title of host publication | Social Commerce: Consumer Behaviour in Online Environments |
| Editors | Rosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding |
| Place of Publication | Switzerland |
| Publisher | Palgrave Macmillan |
| Pages | 213-234 |
| Number of pages | 22 |
| Edition | 1st |
| ISBN (Electronic) | 9783030036171 |
| ISBN (Print) | 9783030036164 |
| DOIs | |
| Publication status | Published - 2019 |
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Keywords
- luxury brands
- social media
- users and gratification theory
- Chinese millennials
Cite this
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An exploratory investigation into the consumer use of WeChat to engage with luxury fashion brands. / Siddiqui, Noreen; Mannion, Mike; Marciniak, Ruth.
Social Commerce: Consumer Behaviour in Online Environments. ed. / Rosy Boardman; Marta Blazquez; Claudia E. Henninger; Daniella Ryding. 1st. ed. Switzerland : Palgrave Macmillan, 2019. p. 213-234.Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed)
TY - CHAP
T1 - An exploratory investigation into the consumer use of WeChat to engage with luxury fashion brands.
AU - Siddiqui, Noreen
AU - Mannion, Mike
AU - Marciniak, Ruth
PY - 2019
Y1 - 2019
N2 - This chapter explores the behaviours and impact of consumer engagement with luxury clothing brands on the WeChat social media platform. It presents an investigation into how young Chinese fashion consumers use WeChat to understand and engage with luxury fashion brands and how they engage with other consumers and interested stakeholders during their shopping experience. Our results suggest that consumers do use WeChat extensively to engage with luxury clothing brands, but in doing so currently place the greatest trust for their fashion and product knowledge in the opinions of those in their WeChat friendship groups and WeChat fashion bloggers rather than directly with the brands themselves.
AB - This chapter explores the behaviours and impact of consumer engagement with luxury clothing brands on the WeChat social media platform. It presents an investigation into how young Chinese fashion consumers use WeChat to understand and engage with luxury fashion brands and how they engage with other consumers and interested stakeholders during their shopping experience. Our results suggest that consumers do use WeChat extensively to engage with luxury clothing brands, but in doing so currently place the greatest trust for their fashion and product knowledge in the opinions of those in their WeChat friendship groups and WeChat fashion bloggers rather than directly with the brands themselves.
KW - luxury brands
KW - WeChat
KW - social media
KW - users and gratification theory
KW - Chinese millennials
U2 - 10.1007/978-3-030-03617-1
DO - 10.1007/978-3-030-03617-1
M3 - Chapter (peer-reviewed)
SN - 9783030036164
SP - 213
EP - 234
BT - Social Commerce: Consumer Behaviour in Online Environments
A2 - Boardman, Rosy
A2 - Blazquez, Marta
A2 - Henninger, Claudia E.
A2 - Ryding, Daniella
PB - Palgrave Macmillan
CY - Switzerland
ER -