姚琦

Discussion and Conclusion  收藏

作者： 姚琦 著 出版时间：2019年09月

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出处： The Rise of Small-Circle Social Media and Advertising: The Case of WeChat

简   介：By combining activity theory and the AISDALSLove model, this study provides a framework to help information promoters and brand owners measure the effect of their advertising, as well as helping them to understand WeChat users’ attitudes and behaviors towards brands, products and service — and in turn, guiding them to decide what strategies should be applied at every stage in AISDALSLove model. Meanwhile, the framework is helpful in understanding how WeChat users respond to advertising messages and what changes users’ attitudes toward a brand. In order to investigate these questions, this study uses qualitative interviews and observations with a quantitative survey. The cases in this study represent the business official accounts and media official accounts respectively: in Case A, the official account emphasized auxiliary tool and service, while in Case B, it focused on selling products. Still, the findings brought to the fore some common points shared by these different types of accounts.

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Comparative Findings Between the Two Cases  收藏

作者： 姚琦 著 出版时间：2019年09月

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出处： The Rise of Small-Circle Social Media and Advertising: The Case of WeChat

简   介：This chapter reviews and summarizes findings of the two cases. Based on the interviews, observations, and the survey, the findings answer the research questions outlined in Chapter One. Therefore, this chapter first overviews the activity system of WeChat official accounts and concludes by discussing its new features as an advertising tool. Second, this chapter discusses how the AISDALSLove model is embodied during the process of designing and publishing content. Then, thefindings of user-oriented surveys are discussed to demonstrate users’ reactions towards the content on WeChat official accounts.

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Survey Results  收藏

作者： 姚琦 著 出版时间：2019年09月

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出处： The Rise of Small-Circle Social Media and Advertising: The Case of WeChat

简   介：This chapter presents empirical findings from the survey in Case B. Statistical data is explained and illustrated in accordance with the research question “How are these objectives perceived by WeChat users from the perspective of the AISDALSLove model?”. The overall notable results are discussed in Chapter 8.

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Case B: WeChat Official Account of E-magazine  收藏

作者： 姚琦 著 出版时间：2019年09月

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出处： The Rise of Small-Circle Social Media and Advertising: The Case of WeChat

简   介：This chapter investigates Case B, an E-magazine in a more complicated multi-level activity system. From a macroscopic perspective, content design is an activity that combines texts, photos, audio and other elements together. However, from a microscopic perspective this activity can also be subdivided into several small activities; each small activity has its own unique subject, object, tool, community, rule and division of labour. Before analyzing how each factor interacts with the others within an activity system, it is critical to have an overall understanding of the activity system. This chapter first introduces the background for Case B, and then explains the roles each factor plays and how they interact with each other.

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Case A: WeChat Official Account of Company A  收藏

作者： 姚琦 著 出版时间：2019年09月

关键词：

出处： The Rise of Small-Circle Social Media and Advertising: The Case of WeChat

简   介：The first case study of a WeChat official account began in January 16, 2015. The information provided in this part is according to a series of interviews with the supervisor of the social marketing team from Company A. The interviewee was selected from the management level of Company A. Field observation could be a complementary method to self-report methods; however, since Company A once encountered the issue of their information being leaked to the public, any form of observation from an external researcher was prohibited. Since the interview questions were designed based on Activity Theory, this chapter first introduces the background of Case A, then investigates its activities following Activity Theory’s basic terms —subject, tool, community, rule and division of labour.

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