Analysing mobile social media communications to Fashion Pure-play Retailers

  • Yizhong Zhang

Student thesis: Phd


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 Award3 Jan 2016
Original languageEnglish
Awarding Institution
  • The University of Manchester
SupervisorDelia Vazquez (Supervisor) & Patsy Perry (Supervisor)

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