| dc.description.abstract |
In my thesis I set out to explore communications of Frequent Flyer Programs (FFPs)
on Chinese social media, particularly Weibo and WeChat, to examine social media’s
effects on China’s commercial sphere. My research and scholarly debates reflect that
social media affects China’s commercial sphere in three distinct forms. Social media
as a cost-effective platform facilitates communications between organizations, and
current and potential customers. In addition, it tends to be a catalyst to stimulate
the development of citizen journalism, which largely encourages public participation
in commercial activities. Finally, the future of social media will be more concentrated
on building strong relationships and increasing communication efficiency. Mobile social
media will draw considerable attention in this process, and both organizations and
individuals value mobile social media to strengthen the importance of brand identity
and marketing communications. Consequently, social media will be more significant
in affecting China’s commercial sphere in the future.
|
|
