Use this URL to cite or link to this record in EThOS:
Title: Analysing mobile social media communications to fashion pure-play retailers
Author: Zhang, Yizhong
Awarding Body: University of Manchester
Current Institution: University of Manchester
Date of Award: 2016
Availability of Full Text:
Access from EThOS:
Access from Institution:
The purpose of this thesis is to empirically analyse how a mobile instant messaging (MIM) communication channel (WeChat) adopted by pure-play fashion retailers, and also seeks to analyse current industrial practice in the rapidly expanding mobile social commerce market. This research concentrates on evaluating how MIM communication variables (socialness perception, entertainment, media richness and involvement) can affect the response of emotion and positive WOM.
Supervisor: Vazquez, Delia Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available