Date of Award

5-7-2016

Degree Type

Thesis

Degree Name

Master of Arts (MA)

Department

Communication

First Advisor

Natalie T. J. Tindall

Second Advisor

Ann Williams

Third Advisor

Ted Friedman

Abstract

The thesis examined the phenomenon of micro-entrepreneurship, social selling and relationship management on WeChat. I used autoethnography as my research methodology, and the findings contribute to academic area on social selling, micro-entrepreneurship, social marketing, relationship management, and strategic communication. This paper also explored how WeChat users conduct their management strategies and relationship marketing in the common Chinese culture background. Findings revealed that WeChat is an ideal social selling and marketing approach for Chinese individual sellers to accomplish their business goal.

DOI

https://doi.org/10.57709/8548944

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