Abstract:

The widespread use of the phone app WeChat by Chinese consumers has created a unique form of digital communication in China. Psychologically, WeChat use has created a unique Chinese digital subjectivity - a WeChat behavioural mindset. Motivated to address cultural assumptions inherent in Western research approaches, we view WeChat as an intuitive context for Chinese consumers to tell their own stories, in their own way. The paper argues that Wechat communication represents a specific narrative form, one that reflects the culturally distinct reality of digitally-engaged consumers in China.