An exploratory investigation into the consumer use of WeChat to engage with luxury fashion brands.

Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)

Abstract

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.
Original languageEnglish
Title of host publicationSocial Commerce: Consumer Behaviour in Online Environments
EditorsRosy Boardman, Marta Blazquez, Claudia E. Henninger, Daniella Ryding
Place of PublicationSwitzerland
PublisherPalgrave Macmillan
Pages213-234
Number of pages22
Edition1st
ISBN (Electronic)9783030036171
ISBN (Print)9783030036164
DOIs
Publication statusPublished - 4 Apr 2019

    Fingerprint

Keywords

  • luxury brands
  • WeChat
  • social media
  • users and gratification theory
  • Chinese millennials

Cite this

Siddiqui, N., Mannion, M., & Marciniak, R. (2019). An exploratory investigation into the consumer use of WeChat to engage with luxury fashion brands. In R. Boardman, M. Blazquez, C. E. Henninger, & D. Ryding (Eds.), Social Commerce: Consumer Behaviour in Online Environments (1st ed., pp. 213-234). Palgrave Macmillan. https://doi.org/10.1007/978-3-030-03617-1_12