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 language | English |
---|---|
Title of host publication | Asia Branding |
Subtitle of host publication | Connecting Brands Consumers and Companies |
Editors | Bang Nguyen, TC Melewar, Don E Schultz |
Publisher | Palgrave Macmillan Ltd |
Pages | 95-113 |
Number of pages | 18 |
ISBN (Print) | 9781137489951 |
Publication status | Published - 2017 |