更新时间：2025-04-07 16:16:10
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
封底
