Foster a cyberstar WeChat public account--"Cats Come" / Yangwen Wang, Bo Yang, Yiyun Wang, Zizhen Qiu, Jingdong Yin.

Format:

Book

Author/Creator:

Wang, Yangwen, 1974- author.

Yang, Bo, active 2014, author.

Wang, Yiyun, active 2018, author.

Qiu, Zizhen, author.

Yin, Jingdong, author.

Series:

SAGE Business Cases.

SAGE Business Cases

Language:

English

Subjects (All):

Wechat (Firm)--Case studies.

Wechat (Firm).

Social networks--Economic aspects--Case studies.

Social networks.

Social networks--Economic aspects.

Genre:

Case studies.

Physical Description:

1 online resource : illustrations.

Place of Publication:

London : Renmin University, 2018.

System Details:

text file

Summary:

The case describes how the WeChat public account "Cats Come" has been fostered into a cyberstar. In the Web 2.0 era, new media led by WeChat and microblogging have gradually become the mainstream way to disseminate information and attract followers. Issues related to the operation of new media accounts, such as how to win amid fierce competition, how to provide values for followers, how to promote brand IP, and how to develop core competence, are worth studying. The WeChat public account "Cats Come" has provided a typical case to find out the answers. Taking "Cats Come" as an example, we analyze the process in which a public account positions itself accurately amid fierce competition, meets customers' demands continuously, and then develops and establishes its own core competence.

Notes:

Originally Published InWang, Y., Yang, B., Wang, Y., Qiu, Z., & Yin, J. (2018). Foster a Cyberstar WeChat Public Account--"Cats Come". Beijing, China: Renmin University Business School.

Includes bibliographical references and index.

Description based on XML content.

ISBN:

9781529762372

1529762375

OCLC:

1221014571

Access Restriction:

Restricted for use by site license.