Social media, one of the most effective and powerful marketing tools in China, is changing public lifestyles and offering new ways for marketers to communicate with consumers, giving social media brand communities a unique competitive advantage and co-creating value and increase customer engagement ( Martín-Consuegra et al., 2018 Nambisan and Baron, 2007 Zhao, 2019 Riley, 2020). In China, the WeChat Mini Program, which is integrated into China's largest social media app, WeChat, has become the most popular S-commerce platform. Regardless of their positioning, leading famous brands has to rethink how to sell their products ( McKinsey, 2019). Those trends pose a great challenge for traditional stores to keep up. S-commerce, considered a subset of e-commerce, uses social media to facilitate social interactions between consumers and brands, promoting the buying and selling of products and services ( Abdelsalam et al., 2020 Hossain and Kim, 2020). As consumer expectations keep rising and e-commerce sales continue to surge, the popularity of online shopping and the widespread adoption of social networking sites (SNSs) have recently led to a new e-commerce paradigm called social commerce (s-commerce). With the growth of technology and science, social media's focal point has shifted step-by-step from the conventional social contact media toward the e-commerce platform stage. Ĭopyright © 2021, Emerald Publishing Limited (2021), "Impulsive purchasing and luxury brand loyalty in WeChat Mini Program", Asia Pacific Journal of Marketing and Logistics, Vol. In terms of marketing management, the paper conducted research that participated by new generation consumers and offers some practical managerial implications for brands, retailers and marketers to generate new business models and marketing strategies. To stress the WeChat Mini Program's role in the S-commerce background can fill the gap between the literature of the utilization of new marketing tools in retailing, marketing and the whole fashion industry. As the most popular mobile social media used by over 1 bn monthly active Chinese users-WeChat, little research attention has been attracted by researchers. The mobile social platform has been considered as an advanced tool for advertising.
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