IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-030-03617-1_12.html
   My bibliography  Save this book chapter

An Exploratory Investigation into the Consumer Use of WeChat to Engage with Luxury Fashion Brands

In: Social Commerce

Author

Listed:
  • Noreen Siddiqui

    (Glasgow Caledonian University)

  • Mike Mannion

    (Glasgow Caledonian University)

  • Ruth Marciniak

    (Glasgow Caledonian University, GCU London)

Abstract

This chapter explores the behaviours and impact of consumer engagement with luxury clothing brands on the WeChat social media platform. It presents an investigation into how young Chinese fashion consumers use WeChat to understand and engage with luxury fashion brands and how they engage with other consumers and interested stakeholders during their shopping experience. Our results suggest that consumers do use WeChat extensively to engage with luxury clothing brands, but in doing so currently place the greatest trust for their fashion and product knowledge in the opinions of those in their WeChat friendship groups and WeChat fashion bloggers rather than directly with the brands themselves.

Suggested Citation

  • Noreen Siddiqui & Mike Mannion & Ruth Marciniak, 2019. "An Exploratory Investigation into the Consumer Use of WeChat to Engage with Luxury Fashion Brands," Springer Books, in: Rosy Boardman & Marta Blazquez & Claudia E. Henninger & Daniella Ryding (ed.), Social Commerce, chapter 12, pages 213-234, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-03617-1_12
    DOI: 10.1007/978-3-030-03617-1_12
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-030-03617-1_12. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.