Roles of Weibo Marketing Strategy

目录

声明

ACKNOWLEDGEMENT

摘要

ABSTRACT

Table of Contents

CHAPTER：1 INTRODUCTION

1．1 Motivation for this thesis

1．2 Weibo Case Company Concept

1．3 Research problem

1．4 Questions on goal and research

CHAPTER2：THEORETICAL BACKGROUND

2．1 Digital Marketing Strategy

2．2 Social media and advertising

2．3 Chinese social media

2．4 Consumer purchase decision process

2．5 Electronic word of mouth

2．6 Consumers’ outlook towards the Brand

CHAPTER 3：METHODOLOGY

3．1 Applicable research approach

3．2 Research design

3．3 Selection of the case

3．4 Data collection

3．5 Data analysis method

3．6 Limitations

3．7 Reliability and Validity

CHAPTER 4：DATA ANALYSIS／INTERVIEWS

4．1 Interview 1 and Analysis

4．2 Interview 2 and Analysis

CHAPTER 5：FINDINGS

5．1 Findings 1 and suggestion

5．2 Findings 2 and suggestion

CHAPTER 6：CONCLUSION

6．1 Concluding the Research

6．2 Discussion

6．3 Suggestions for Future Study

REFERENCE

APPENDIX