Our third-year doctoral student, Bowen Gao, has been accepted to present his study entitled Bring Home Flavor from Across the Pacific Ocean: A Case Study of Chinese Food Retailers’ Social Capital Accumulation Using WeChat in the U.S. at the 83rd Annual International Conference of the Association of Business Communication (ABC) in October.
ABC is an international, interdisciplinary organization committed to advancing business communication research, education, and practice. It has a strong membership base in North America, Europe, and Asia and the Pacific.
Bowen’s presentation will introduce a case study of three representative Chinese food retailers in the U.S., Ginger, Chun Wei, and Yamibuy. Each targets Chinese students and immigrants in the U.S. at different scales; cooperate and also inevitably compete with each other; and use Chinese WeChat over U.S. social media for marketing, customer services, and social capital accumulation.