The Effect of WeChat Official Accounts on Chinese Consumers' Purchase Intentions

WeChat Official Account (WOA) is an innovative platform built upon WeChat, a mobile social networking tool designed primarily for online communication. WOAs offer a formal way for companies to interact with their customers through WeChat and have been leveraged as a marketing apparatus by multinatio...

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Bibliographic Details
Main Author: Wu, Meng (Author)
Other Authors: Xu, Yingzi (Contributor)
Format: Others
Published: Auckland University of Technology, 2019-05-14T22:19:56Z.
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