The purpose of this thesis is to empirically analyse how a mobile instant messaging (MIM) communication channel (WeChat) adopted by pure-play fashion retailers, and also seeks to analyse current industrial practice in the rapidly expanding mobile social commerce market. This research concentrates on evaluating how MIM communication variables (socialness perception, entertainment, media richness and involvement) can affect the response of emotion and positive WOM.
|Date of Award
|3 Jan 2016
- The University of Manchester
|Delia Vazquez (Supervisor) & Patsy Perry (Supervisor)