THE EFFECTIVE MARKETING STRATEGY OF WECHAT IN MALAYSIA

Abstract

The purpose of this research is to explore the relationship between independent variables and effective marketing strategy of WeChat in Malaysia. Through determining the factors of Functionality, Service, User Experience and Security influencing effective marketing strategy of WeChat. Based on the purpose of this research, a framework has been established in the research. After the KMO and bartlett’s test, reliability test and correlation test, the research module was being proved. Results of the research analysis confirmed the framework, which the factors of Functionality, Service, User Experience and Security have significant influence on effective marketing strategy of WeChat in Malaysia, and hypothesis were supported. Four factors of Functionality, Service, User Experience and Security have positive influence on effective marketing strategy of WeChat in Malaysia.

In addition, the first part of this chapter summarizes the overall findings of this study. Secondly, based on the results of a survey on the effective marketing strategy of Wechat in Malaysia, the main contributions of the literature and the market are explained. Then, the limitations of this study and the future direction of development are discussed, providing a potential basis for future research in related fields. Finally, in the course of the whole research, I set forth my personal thinking about research.

Finally, this research still has much room for improvement on the basis of primary literature. At the same time, it also points out the direction for future research. In short, there are few studies on WeChat's marketing strategy in Malaysia. There is still room for development in the future.