SOCIAL NETWORK PLATFORMS AS STRATEGIC TOOLS IN CHINA: AN EMPIRCIAL ANALYSIS OF WE MEDIA MARKET

Ryan Zhou, John Chipego

Abstract


The aim of the research was to examine how social network platforms are being used as strategic tools by companies in China. The objectives of the research were to research the current situation of Chinese We Media market, explore the different historical account of We Media in Chinese social media market, examine the factors influencing company’s adoption and use of Chinese We Media market and make recommendations on other ways by which Chinese We Media can enhance their attractiveness as a marketing platform. Data has been collected through an interview from 30 respondents sampled from 10 SMEs and large scale organisations in China. The research concludes that because of the size of the “We” Media platforms such as Weibo and Wechat it enables enterprises to reach a considerably larger population of current and potential customers. Unlike Television advertisement, there is greater permanence of advertisement messages. This means that unlike other modes of advertisement, the advertisement information on We Media platforms such as Weibo and Wechat is available to customers for a very long time and such frequent encounters can stimulate interest since it can be accessed continuously and that deepens familiarity that can elicit some form of loyalty or interest

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