The Impact of Online Social Media on Consumers' Behavior: An Insight Study on How WeChat Influences Consumers’ Purchasing Behavior
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
The thesis topic is decided upon the preference, experience, and interest of the author. The author realized the increasing popularity of online social networks in Chinese people’s lives. As one of the most fast-growing online social networks, WeChat has launched a set of functions to provide consumers great convenience and form a bridge between consumers and businessmen. The author aims to explore how WeChat influence consumers’ purchasing decision in China and what the other businesses can learn from the success of WeChat.
Place, publisher, year, edition, pages
2016. , 41 p.
JIBS Research Reports, ISSN 1403-0462
Consumer purchasing behavior, brand image, WeChat, Marketing
IdentifiersURN: urn:nbn:se:hj:diva-34986ISRN: JU-IHH-FÖA-1-20170317OAI: oai:DiVA.org:hj-34986DiVA: diva2:1071049
Subject / course
IHH, Business Administration