Analysis of WeChat under a relationship marketing perspective: evidence obtained in a business context
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[1] Universidad de Castilla-La Mancha
Universidad de Castilla-La Mancha
Ciudad Real, España
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- Localización: Leveraging new business technology for a sustainable economic recovery / coord. por Abel Monfort, Susana Fernández Lores, 2022, ISBN 978-84-19480-06-4, pág. 186
- Idioma: inglés
- Títulos paralelos:
- Análisis de WeChat bajo la perspectiva del marketing de relaciones: evidencias obtenidas en un contexto denegocios
- Texto completo no disponible (Saber más ...)
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Resumen
Due to the increased use of social networks as a means to develop communication andrelationships with others, the study of social networks from the perspective ofrelationship marketing has become essential to understand their success and the wayin which relationships are developed in this new business context characterized by theuse of technologies. The social network WeChat, has stood out from the rest of thesocial networks among Chinese entrepreneurs, thanks to its multifunctionalcharacteristic, which in addition to maintaining relationships between users, hasreached a higher level, allowing companies to develop and maintain relationshipsamong themselves and with their customers. In order to analyze the use of this socialnetwork from the scope of relationships in business contexts, a review of the relevantliterature on this subject was carried out, which revealed the most important studyvariables. These variables were subsequently analyzed by means of qualitative research(in-depth interviews) and quantitative research (online questionnaire), which wascarried out through the study of various samples of Chinese entrepreneurs settled inSpain. The results of the study highlighted the importance of using this social networkto create and maintain links with other users in an increasingly globalized world,especially the implications regarding key non financial results variables such asattitudinal loyalty and behavioral loyalty.
