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

Noreen Siddiqui; Mike Mannion; Ruth Marciniak

doi:10.1007/978-3-030-03617-1_12

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

Noreen Siddiqui, Mike Mannion, Ruth Marciniak

Research output: Chapter in Book/Report/Conference proceeding › Chapter (peer-reviewed) › peer-review

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 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	https://doi.org/10.1007/978-3-030-03617-1_12
Publication status	Published - 4 Apr 2019

Keywords

luxury brands
WeChat
social media
users and gratification theory
Chinese millennials

Documents and Links

10.1007/978-3-030-03617-1_12

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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.",

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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) › peer-review

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