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The Impact of Online Social Media on Consumers' Behavior: An Insight Study on How WeChat Influences Consumers’ Purchasing Behavior
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.
Series
JIBS Research Reports, ISSN 1403-0462
Keyword [en]
Consumer purchasing behavior, brand image, WeChat, Marketing
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-34986ISRN: JU-IHH-FÖA-1-20170317OAI: oai:DiVA.org:hj-34986DiVA: diva2:1071049
Subject / course
IHH, Business Administration
Supervisors
Examiners
Available from: 2017-02-06 Created: 2017-02-06Bibliographically approved

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Citation style
  • apa
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  • de-DE
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