WeChat marketing case study: social media communication model and message strategy

Document Type

Conference Proceeding

Publication Date



Social media, Social media marketing, Communication effectiveness, Social media audience, Social community, Social commerce, Social publishing, Social entertainment, Social networking, Audience involvement, Online opinion leaders, WeChat marketing, Message strategy, Brand awareness


Social media have been increasingly prominent in international marketing and communication scene. Marketers and communicators are very eager to explore some effective ways to communicate with target audience with the help of social media. This article aims to propose a conceptual framework for the communication model of WeChat, one of the widely-used social media vehicles with instant messaging function in mainland China, and to recommend some feasible message solutions about how to do WeChat marketing in mainland China by the case study of how Hong Kong Trade Development Council employs WeChat marketing to enhance its brand awareness and improve the target audience’s commitment to the brand in mainland China.

Source Publication

RIDCH Conferences 2017-- Conference on Digital Humanities 2017: "Digitization of the Humanities and New Ways of Teaching" and Conference on Digital Culture 2017:"Digital Art, Design and Advertising"

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