![]() Feminist discourse analysis of gendered online miracles, advice, advertisements, and testimonies. Indian Journal of Science and Technology, 2015, 8(26), 1-8. Factors influencing customer participation in mobile SNS: Focusing on WeChat in China. The dilemma of social commerce why customers avoid peer-generated advertisements in mobile social networks. Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Youngsters and WMAs (WeChat Moments Advertisement): Do we need the English language in WMAs? SAGE Open, 2020, Online publication. Understanding the differential effectiveness of marketer versus user-generated advertisements in closed social networking sites: An empirical study of WeChat. The influence of perceived ad relevance on social media advertising: an empiricalexamination of a mediating role of privacy concern. Xia, “Loving you”: Use of metadiscourse for relational acts in WeChat public account advertisements. In this process of perceiving these WMAs, women might experience an inner struggle of spending money for the pride brought by skin-care and cosmetic products, which was further reinforced by the social context that reshaped women’s pursuit of beauty. Words and sentences that indicated both closeness and distance with female customers would lead them into a puzzlement of self-value, mixing their definitions of independence and being loved. The results revealed that numerous contradictory ideologies existed in the WMAs. By adopting critical discourse analysis, this study analyzed the textual features, discourse practice, and social contexts of WMAs in cosmetics and skin-care product advertisements. The WeChat moment advertisements (WMAs), which were commonly utilized to promote cosmetics and skin-care products in WeChat stores, might have an impact on how women perceive themselves, their self-esteem, and their interpersonal connections. ![]() Critical discourse analysis, Advertisement, Female customers, Cosmetics, Skin-care products, WeChat stores Abstract ![]()
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