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

Noreen Siddiqui (), Mike Mannion () and Ruth Marciniak ()
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Noreen Siddiqui: Glasgow Caledonian University
Mike Mannion: Glasgow Caledonian University
Ruth Marciniak: Glasgow Caledonian University, GCU London

Chapter 12 in Social Commerce, 2019, pp 213-234 from Springer

Abstract: 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.

Keywords: WeChat; Chinese millennials; Social media; Luxury brands; Users & gratification theory (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-03617-1_12

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