Understanding Wechat users' motivations, attitudes and intention of reading promotional material
Volume: 30, Pages: 25 - 37
Published: Mar 28, 2019
Abstract
Smartphone has become a necessary adjunct to people’s daily life. Mobile apps such as instant messaging and
payment wallet are commonly used on smartphones. In China, WeChat is the most popular social application due to its multipurpose platform such as online advertisements and payments, etc. WeChat is expected to become more popular since it has just been launched in Europe in 2017. The purpose of this study is to evaluate psychological...
Paper Details
Title
Understanding Wechat users' motivations, attitudes and intention of reading promotional material
Published Date
Mar 28, 2019
Volume
30
Pages
25 - 37
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