Social media marketing is considered an integral part of the today’s marketing plans alongside the conventional tools. Social media’s practical application has changed the way of communication between organizations and consumers. In particular, the dynamics of interactions have been diversified in the Chinese technological cross-cultural environment. Foreigners are increasing in China and influencing the business markets. The reason for writing this article is to investigate the effects of the English language as a moderator on the viability of social media measurements and empirically test the electronic customer involvement regarding likes and comments that define the dedication and commitment. This research has analyzed the responses of 287 foreigners. The response was taken through online questionnaires distributed on a random sampling basis to social media users. Empirical research was performed by using SmartPLS3 for analysis to observe the relationships. The resultant role represents that all determinants are not similarly suitable, and are much diversified, in the context of China for the step-up of electronic customer involvement. More particularly, social media advertisement characteristics are more effective in the enhancement of electronic customers’ involvement than advertisement contents. Moreover, the use of the English language is significantly affecting the electronic customer involvement level. Tencent corporation and social media marketers should use this research to make new advertisement plans for further marketing purpose as it will guide them on how to create an innovative advertisement that will positively reap the cross-cultural environment.
Due to the rapid development of information and communication technologies, many daily activities have been merged online, and they have become more flexible and more effective. The massive growth in the number of online users has activated virtual word concepts and created a new phenomenon: the social currency to facilitate e-commerce activities such as buying, selling, and trading on social media. This study aims to recognize how social contacts in 'action' within social media platform permeates sharing and transactions of valuable resources. The active interaction, entertainment, e-WOM traded in social networks are conceptualized as 'social currency' that people owe to each other in social circulation. This study demonstrates the importance of consumers' time-sharing (CTS) concept in the social media environment to earn social reputation (reviews, likes, comments, followers, favorite). A total of eight exploratory semi-structured qualitative depth-interviews were conducted at Dalian China. The data were analyzed using NVivo 12 software. Results suggested that the interaction, entertainment, e-WOM and traded between time and money in social networks are conceptualized as 'social currency' that people owe to each other in social circulation. The current study confirms the importance of the newly developed social currency concept in terms of social circulation.
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