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Please use this identifier to cite or link to this item: http://dspace.bu.ac.th/jspui/handle/123456789/3522

Title: Electronic Words-of-Mouth in Weibo: A Case Study of Mistine in China
Authors: Xue Tang
Keywords: Electronic words-of-mouth (EWOM)
social media
Chinese digital marketing
Uses and Gratifications Theory
Issue Date: 2018
Publisher: Bangkok University
Abstract: This research aims to examine how electronic-word-mouth (EWOM) of foreign cosmetics brand has been engaged by the brand and communicated among Chinese consumers via Weibo, popular social media in China. This study used a mix-method – content analysis and textual analysis. Messages on Mistine Weibo official account page from January 2018 to April 2018 were sampled and analyzed based on the Uses and Gratification Theory. The content analysis results reveal that ‘personal identity’ and ‘personal relationship’ are two kinds of EWOM in Weibo being engaged by Mistine. Results of the textual analysis yield that EWOM about Mistine in Weibo has been communicated among Chinese consumers with three purposes, -- diversion, personal relationships, and surveillance. The findings of this study provide not only academic implications regarding EWOM for communication scholars, but also managerial implications for brand marketers of foreign cosmetics or related products who would like to understand how EWOM about particular brand was communicated among Chinese consumers. This enhanced understanding will develop more effective brand communication strategies for important foreign markets such as China.
Description: Independent Study (M.Com.Arts)--Global Communications, Graduate School, Bangkok University,2018
Subjects: Social media
Social media -- Chinese -- Research
Social media -- Chinese -- Case studies
Advertising -- Brand name products -- Research
Business referrals -- Research
Word-of-mouth advertising -- Research
Cosmetics -- Chinese -- Case studies
Cosmetics -- Chinese -- Research
Cosmetics industry -- Chinese -- Case studies
Cosmetics industry -- Chinese -- Research
Advisor(s): Ratanasuda Punnahitanond
URI: http://dspace.bu.ac.th/jspui/handle/123456789/3522
Appears in Collections:Independent Studies
Independent Studies - Master

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