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Examining the Role of WeChat in Advertising
Abstract
WeChat, the most popular social networking service mobile app in China, enables users to contact friends with text, audio, video contents as well as get to know new people within a range of a certain distance. Its latest version has gone beyond the pure social function and opened a window into marketing. This study applies activity theory as a framework to explore new features of WeChat as a new platform for advertising. Then the authors qualitatively analyze the implications that marketers adapted and appropriated WeChat to engage with their customers and in turn how these implications modified the ways of advertising. The significance of this study is that it applied activity theory as an attempt to complement the theoretical pillars of communication study. Activity theory focuses on the activity itself rather than the interaction between WeChat and the users. Second, activity theory reveals a 2-way process which emphasizes both on how advertisers adapt WeChat based on everyday practice; and how WeChat modifies the activities which the advertisers engage in.
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