through social media (Mangold&Faulds, 2009). Social media has played a major role in influencing consumer behavior, providing awareness, information acquisition, opinions, attitudes, purchase behavior, post-purchase communication and evaluation (Mangold&Faulds, 2009). As a result of the robust development of social media, more companies and professionals have begun to explore the marketing capacity of social media. Social media strategies have been widely utilized in the studies and practices of companies, brands and public sector marketing.
2.2 Social Media in China
2.2.1 Development of Social Media in China
Numerous studies address dominant Chinese social media. Saw, Abbott, Donaghey, and McDonald (2013) determined that approximately half of Chinese students use Renren (a Chinese equivalent of Facebook) as much as Facebook to find information. Language barriers mean that stu- dents from China are the only international group to exhibit a noticeable difference in their use of Renren and Q-zone. As such, Saw et al. recom- mend that for institutions with a large cohort of students from China, use of Renren and possibly Q-zone should be monitored for their poten- tial as engagement sites. Similarly, Chu and Du (2013) designed survey questionnaires for respondents from libraries using social networking tools. They noted that participants would be interested in using Renren to promote library resources, services, updates, gather feedback, and communicate with students. Many Chinese contributors examined ap- propriately deployed localized social media websites—Renren, SinaWeibo, or TencentWeibo(Ding, 2010; Huang, 2012; C. Li, 2012; J.B. Li, 2012; Liu, 2012; Xie, 2013; Yang & Li, 2012; Yu, Asur, &Huberman, 2011; Zhang, Lian, & Dai, 2013). To our knowledge, these social media provide sites and desktop application services. In addition, they have also developed mobile applications compatible with most operating systems.
2.2.2 Mobile Social Media in China
Mobile social media enables users to maintain and foster social con- nections with members of a social network. Moreover, they can conduct real-time communication anytime, anywhere via a portable mobile de- vice enabling the inexpensive exchange of text, video calls, and voice chats. Social media are also easily accessible and immediate because the user always has the mobile device. Essentially, mobile social media services provide an “always-on” environment for information exchange among members of social networks. This concept draws on Counts and Fisher's (2010) definition of mobile social networks. In recent decades, technological developments have led to a global social media revolu- tion, which has led to the advancement of many social networking
services (SNSs). WeChat is an instant messaging (IM) and SNS platform, enabling interactive exchange through mobile devices, so-called mobile social media.
WeChat (WeiXin in Chinese) is a mobile instant text and voice messaging communication service developed by Tencent Holdings Ltd. in China on January 21, 2011. WeChat has similar features to WhatsApp to generate both text and voice messages. WeChat is free to install, use, and download, and supports all smartphone platforms including iPhone, Android, and Windows Phone operat- ing systems. For WeChat users, sending and receiving messaging between di
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