Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for...
Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands
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Los Angeles, CA: SAGE Publications
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Language
English
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Publisher
Los Angeles, CA: SAGE Publications
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Drawing from the Uses and Gratifications Theory (UGT), this study explores the influences of the gratifications derived from the use of the WeChat on Chinese consumers’ purchase intention for South Korean brands. A total of 2,276 respondents from ten cities in China—Beijing, Shanghai, Guangzhou, Shenzhen, Ji’nan, Nanjing, Zhengzhou, Wuhan, Chengdu,...
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Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands
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TN_cdi_doaj_primary_oai_doaj_org_article_90ef6863799e47d1be58aebacc633399
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https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_doaj_primary_oai_doaj_org_article_90ef6863799e47d1be58aebacc633399
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ISSN
2158-2440
E-ISSN
2158-2440
DOI
10.1177/21582440211052951
