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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3755

Title: Clothing Advertising on WeChat and It’s Influence on Chinese People’s Purchase Intention
Authors: Peng Xizi
Keywords: Attitude
purchase intention
advertising effectiveness
mobile shopping
Issue Date: 24-Jan-2019
Publisher: Bangkok University
Abstract: With the development of the Internet and the mobile Internet technology and the popularization of smartphones, kinds of social media network gradually replace traditional media. WeChat is a popular social media platform which the biggest user group is young Chinese adults. In terms of the functions of WeChat some clothing advertising began arousing Chinese young adults’ attractions. In this study, it focuses on their purchase intention on clothing products on WeChat. By studying the factor that influence purchase intention, some suggestions for the development of clothing advertising on WeChat are put forward the end of the study.
Description: Independent Study (M.Com.Arts)--Strategic Communications, Graduate School, Bangkok University, 2018
Advisor(s): Boonlert Supadhiloke
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3755
Appears in Collections:Independent Studies - Master

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