WeChat: a cross cultural study on how Millennials communicate and purchase online

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dc.contributor.advisor Vescovi, Tiziano it_IT
dc.contributor.author Rosi, Omar <1991> it_IT
dc.date.accessioned 2018-02-17 it_IT
dc.date.accessioned 2018-06-22T09:58:34Z
dc.date.available 2018-06-22T09:58:34Z
dc.date.issued 2018-03-22 it_IT
dc.identifier.uri http://hdl.handle.net/10579/12771
dc.description.abstract As European or American we are perhaps not familiar with Chinese mobile applications but, at the moment, Tencet with its WeChat app is playing an increasingly important role in the internet development. The most of WeChat users are aged between 18 and 30 years old and thus the most representative market segment is composed by Millennials. My d issertation tends to address the question of why an all-in-one application like WeChat wouldn’t work in the Western market. To do so, in the first part, I will compare the Chinese Millennials behavior, precisely the way they communicate and purchase on-line, with the Western Millennials behavior. In this way I will not only show which are the critical success factors in the Chinese market but also which may be the weaknesses of its use in the Western market. In the second part instead, in order to gain an in depth understanding of the dynamics underpinning how WeChat is used and perceived, interviews will be conducted with professionals belonging to Italian companies that operate in China through the use of WeChat. it_IT
dc.language.iso en it_IT
dc.publisher Università Ca' Foscari Venezia it_IT
dc.rights © Omar Rosi, 2018 it_IT
dc.title WeChat: a cross cultural study on how Millennials communicate and purchase online it_IT
dc.title.alternative WeChat: a cross cultural study on how Millennials communicate and purchase online. it_IT
dc.type Bachelor Thesis it_IT
dc.degree.name Marketing e comunicazione it_IT
dc.degree.level Laurea magistrale it_IT
dc.degree.grantor Dipartimento di Management it_IT
dc.description.academicyear 2016/2017, sessione straordinaria it_IT
dc.rights.accessrights openAccess it_IT
dc.thesis.matricno 860942 it_IT
dc.description.note it_IT
dc.degree.discipline it_IT
dc.contributor.co-advisor it_IT
dc.date.embargoend it_IT
dc.provenance.upload Omar Rosi (860942@stud.unive.it), 2018-02-17 it_IT
dc.provenance.plagiarycheck Tiziano Vescovi (vescovi@unive.it), 2018-03-05 it_IT

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