Title:	CONSUMER PERCEPTION ON E-MARKETING STRATEGIES OF WECHAT EDUCATIONAL OFFICIAL ACCOUNTS
Author(s):	Yingran Guo and Zhiqiang Luan
ISBN:	978-989-8533-99-9
Editors:	Piet Kommers, Adriana Backx Noronha Viana, Theodora Issa, Pedro Isaías and Tomayess Issa
Year:	2020
Edition:	Single
Keywords:	WeChat, e-Marketing, Consumer Satisfaction, Virtual Learning Environment, New Media Technology
Type:	Full
First Page:	12
Last Page:	18
Language:	English
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Full Contents:	click to dowload
Paper Abstract:	This paper discusses the current marketing strategy and the user perception of educational WeChat official accounts. The power of WeChat public accounts are rising in the social media world in China, and its function of public accounts has made simultaneous link sharing more convenient and viral. The existence of public account boosts many industries, including the current circumstance of education in a virtual learning environment and more interactive function. The researcher conveyed a survey toward undergraduate and graduate students to investigate the acceptance of existing marketing strategies in the educational field to find current shortcomings and potential improvements. The marketing strategies that the three mainstream educational accounts are using might not be accepted by major customers, while a precise distribution and better combination of information would benefit the accounts in the growing and competitive education market. This paper aims to find the real consumer perception of current widely-used marketing strategies. Language style, information type, marketing strategy, and accurate distribution are vital tools in boosting the marketing influence of educational accounts.
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