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The Rise of Small-Circle Social Media and Advertising:The Case of WeChat 文化传媒类;专著 VIP

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丛书名:
姚琦   社会科学文献出版社  2019-09 出版
ISBN:978-7-5201-5081-1
关键词: 网络营销 英文

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本书将活动理论和AISDALSLove模型进行整合后,提出了一个崭新的研究框架。此框架不但可以有助于信息推送者以及企业测量其广告的效果,还能便于他们理解微信用户对于其品牌、产品和服务的态度及行为。同时,此框架还可以指导人们在AISDALSLove模型的各个环节上应当采用何种不同的策略。最后,此框架还有助于了解微信用户对于广告内容的反应以及是什么因素改变了用户对于品牌的态度。
[展开]
  • Abstract
  • 摘要
  • List of Tables and Figures
  • Chapter 1 Introduction
    1. 1.1 Research Background
    2. 1.2 Introduction of WeChat
    3. 1.3 New Characteristics of WeChat
    4. 1.4 Advertising on WeChat Official Account
  • Chapter 2 Mobile Advertising, Mobile Social Media, and Viral Marketing
    1. 2.1 Categories of Mobile Advertising
    2. 2.2 Characteristics of Mobile Advertising
    3. 2.3 Mobile Advertising in China
    4. 2.4 Mobile Social Media Study
    5. 2.5 Electronic Word-of-Mouth and Viral Marketing
    6. 2.6 Viral Marketing Techniques
  • Chapter 3 Theoretical Background
    1. 3.1 Technology Acceptance Model
    2. 3.2 Use and Gratification Theory
    3. 3.3 Affordance Theory
    4. 3.4 Activity Theory
    5. 3.5 AISDALSLove Model
    6. 3.6 Theoretical Framework and Research Questions
  • Chapter 4 Methodology
    1. 4.1 Qualitative In-depth Interviews and Observations
    2. 4.2 Quantitative Survey
  • Chapter 5 Case A: WeChat Official Account of Company A
    1. 5.1 Company A’s Background and Its Official Account
    2. 5.2 The Working Procedures of Company A
    3. 5.3 The Activity System of Case A
    4. 5.4 Summary of Case A
  • Chapter 6 Case B: WeChat Official Account of E-magazine
    1. 6.1 The Background of the E-magazine and Its Department of New Media
    2. 6.2 The Working Procedures of Case B
    3. 6.3 The Activity System of Case B
    4. 6.4 Interaction AmongElements in the Activity System
    5. 6.5 Summary of Case B
  • Chapter 7 Survey Results
    1. 7.1 Data Processing
    2. 7.2 General Information
    3. 7.3 Statistical Description of the Questionnaire
    4. 7.4 Regression Analysis
  • Chapter 8 Comparative Findings Between the Two Cases
    1. 8.1 Analysis of Activity System
    2. 8.2 Analysis of AISDALSLoveModel
    3. 8.3 Analysis of Users’ Reaction
  • Chapter 9 Discussion and Conclusion
    1. 9.1 New Characteristics of WeChat as an Advertising Tool
    2. 9.2 Semi-Decentralized Nature of WeChat
    3. 9.3 AISDALSLove Model
    4. 9.4 Viral Marketing on WeChat
    5. 9.5 WeChat Activity System
    6. 9.6 Conclusion
    7. 9.7 Limitations of the study
  • Appendix A Interview Questions from Previous Studies
  • Appendix B Interview Questions for the Management Level
  • Appendix C Interview Questions for the Staff Members
  • Appendix D Questionnaire
  • Appendix E List of Interviewees
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