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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3521

Title: Types of WeChat Image-text, Advertising Appeals, and Execution Styles in WeChat Official Account Articles: A Case Study of Ananda Condo Brand in Thailand
Authors: Chang, Xiaoqing
Keywords: WeChat Image-text
Creative strategy
Advertising appeals
Execution styles
Issue Date: 2018
Publisher: Bangkok University
Abstract: This research aims to examine the types of WeChat Image-text and Creative strategy presented in WeChat real estate official account articles. It took a case study of Ananda Development, and made a quantitative content analysis of the WeChat official account articles. Using the purposive sampling method, Ananda’s 195 official account articles in WeChat from January 2017 to June, 2018, in terms of image-text and creative strategies towards the related condo brands, were selected as samples of the study. Descriptive statistics (frequency and percentage) were used to analyze the data. The findings suggest that WeChat official account articles played a main role in releasing product information. As for the advertising appeals, location, unit features, surroundings, facilities, design concept, transportation, social appeal, brand appeal, investment prospect, personal appeal, education, price, promotion, fear appeal, health care, environment, and humor appeal were always emphasized in the WeChat articles. In terms of the execution style, the use of images with different appeals is the most common strategy. Managerial implications are provided for brand managers or marketers who are using social media such as WeChat to promote their products among foreign target consumers.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University, 2018
Advisor(s): Ratanasuda Punnahitanond
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3521
Appears in Collections:Independent Studies
Independent Studies - Master

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