Chinese Retailers' Use of Brand- Consumer Communications: Mobile Instant Messaging (MIM) in Wechat

Delia Vazquez, Charles Dennis, Yizhong Zhang

    Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

    Abstract

    This chapter aims to analyse Chinese pure-play fashion retailers' brand-consumer communications via a Mobile Instant Messaging application channel, and also seeks to analyse current industrial pratice in the rapidly expanding mobile commerce market.
    Original languageEnglish
    Title of host publicationAsia Branding
    Subtitle of host publicationConnecting Brands Consumers and Companies
    EditorsBang Nguyen, TC Melewar, Don E Schultz
    PublisherPalgrave Macmillan Ltd
    Pages95-113
    Number of pages18
    ISBN (Print)9781137489951
    Publication statusPublished - 2017

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