The Rise of Small-Circle Social Media and Advertising： The Case of WeChat=小圈子社交媒体及其广告的兴起：以微信为例（英文版）

Appendix E List of Interviewees

Appendix D Questionnaire

Appendix C Interview Questions for the Staff Members

Appendix B Interview Questions for the Management Level

Appendix A Interview Questions from Previous Studies

References

9.7 Limitations of the study

9.6 Conclusion

9.5 WeChat Activity System

9.4 Viral Marketing on WeChat

9.3 AISDALSLove Model

9.2 Semi-Decentralized Nature of WeChat

9.1 New Characteristics of WeChat as an Advertising Tool

Chapter 9 Discussion and Conclusion

8.3 Analysis of Users’ Reaction

8.2 Analysis of AISDALSLoveModel

8.1 Analysis of Activity System

Chapter 8 Comparative Findings Between the Two Cases

7.4 Regression Analysis

7.3 Statistical Description of the Questionnaire

7.2 General Information

7.1 Data Processing

Chapter 7 Survey Results

6.5 Summary of Case B

6.4 Interaction AmongElements in the Activity System

6.3 The Activity System of Case B

6.2 The Working Procedures of Case B

6.1 The Background of the E-magazine and Its Department of New Media

Chapter 6 Case B: WeChat Official Account of E-magazine

5.4 Summary of Case A

5.3 The Activity System of Case A

5.2 The Working Procedures of Company A

5.1 Company A’s Background and Its Official Account

Chapter 5 Case A: WeChat Official Account of Company A

4.2 Quantitative Survey

4.1 Qualitative In-depth Interviews and Observations

Chapter 4 Methodology

3.6 Theoretical Framework and Research Questions

3.5 AISDALSLove Model

3.4 Activity Theory

3.3 Affordance Theory

3.2 Use and Gratification Theory

3.1 Technology Acceptance Model

Chapter 3 Theoretical Background

2.6 Viral Marketing Techniques

2.5 Electronic Word-of-Mouth and Viral Marketing

2.4 Mobile Social Media Study

2.3 Mobile Advertising in China

2.2 Characteristics of Mobile Advertising

2.1 Categories of Mobile Advertising

Chapter 2 Mobile Advertising Mobile Social Media and Viral Marketing

1.4 Advertising on WeChat Official Account

1.3 New Characteristics of WeChat

1.2 Introduction of WeChat

1.1 Research Background

Chapter 1 Introduction

摘要

Abstract

作者简介

版权信息

封面

封面

版权信息

作者简介

Abstract

摘要

Chapter 1 Introduction

1.1 Research Background

1.2 Introduction of WeChat

1.3 New Characteristics of WeChat

1.4 Advertising on WeChat Official Account

Chapter 2 Mobile Advertising Mobile Social Media and Viral Marketing

2.1 Categories of Mobile Advertising

2.2 Characteristics of Mobile Advertising

2.3 Mobile Advertising in China

2.4 Mobile Social Media Study

2.5 Electronic Word-of-Mouth and Viral Marketing

2.6 Viral Marketing Techniques

Chapter 3 Theoretical Background

3.1 Technology Acceptance Model

3.2 Use and Gratification Theory

3.3 Affordance Theory

3.4 Activity Theory

3.5 AISDALSLove Model

3.6 Theoretical Framework and Research Questions

Chapter 4 Methodology

4.1 Qualitative In-depth Interviews and Observations

4.2 Quantitative Survey

Chapter 5 Case A: WeChat Official Account of Company A

5.1 Company A’s Background and Its Official Account

5.2 The Working Procedures of Company A

5.3 The Activity System of Case A

5.4 Summary of Case A

Chapter 6 Case B: WeChat Official Account of E-magazine

6.1 The Background of the E-magazine and Its Department of New Media

6.2 The Working Procedures of Case B

6.3 The Activity System of Case B

6.4 Interaction AmongElements in the Activity System

6.5 Summary of Case B

Chapter 7 Survey Results

7.1 Data Processing

7.2 General Information

7.3 Statistical Description of the Questionnaire

7.4 Regression Analysis

Chapter 8 Comparative Findings Between the Two Cases

8.1 Analysis of Activity System

8.2 Analysis of AISDALSLoveModel

8.3 Analysis of Users’ Reaction

Chapter 9 Discussion and Conclusion

9.1 New Characteristics of WeChat as an Advertising Tool

9.2 Semi-Decentralized Nature of WeChat

9.3 AISDALSLove Model

9.4 Viral Marketing on WeChat

9.5 WeChat Activity System

9.6 Conclusion

9.7 Limitations of the study

References

Appendix A Interview Questions from Previous Studies

Appendix B Interview Questions for the Management Level

Appendix C Interview Questions for the Staff Members

Appendix D Questionnaire

Appendix E List of Interviewees