--- title: AMS Senior Manager Patty Yanes published in the British Journal of Marketing Studies. description: AMS Senior Manager Patty Yanes was recently published in the British Journal of Marketing Studies for her research on the impact of WeChat. image: https://blog.ams-insights.com/hubfs/Patty-Yanes.jpg --- - [Instagram](https://www.instagram.com/ams_insights) - [Toolkit Login](https://voctoolkit.ams-inc.com/login/) - [Join Us](https://www.ams-inc.com/why-work-at-ams/) - [0 Items](https://ams-insights.com/registration/) [![AMS_web_logo_final](https://blog.ams-insights.com/hubfs/AppliedMarketingScience_June2021/images/AMS_web_logo_final.png)](https://ams-insights.com/) - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) Select Page - Services - [Your Business Challenges](https://ams-insights.com/your-business-challenges/) - [Our Solutions](https://ams-insights.com/our-solutions/) - [Who We Help](https://ams-insights.com/who-we-help/) - [Powerful Results](https://ams-insights.com/powerful-results/) - Training - [Train Your Team](https://ams-insights.com/train-your-team/) - [Webinars](https://ams-insights.com/webinars/) - [Public Workshops](https://ams-insights.com/public-workshops/) - Knowledge Center - [Resources](https://ams-insights.com/resources/) - [Insights Blog](https://blog.ams-insights.com/) - [FAQs](https://ams-insights.com/frequently-asked-questions/) - Who We Are - [The AMS Difference](https://ams-insights.com/the-ams-difference/) - [Our Consultants](https://ams-insights.com/our-consultants/) - [Contact Us](https://ams-insights.com/contact-us/) # AMS Senior Manager Patty Yanes published in the British Journal of Marketing Studies. Applied Marketing Science (AMS) is pleased to announce the recent publication of Senior Manager Patty Yanes’ article, “How WeChat Has Changed the Face of Marketing in China” in the *British Journal of Marketing Studies*. The article, written by Yanes in conjunction with Professor Paul D. Berger of Bentley University, explores the impact of WeChat, a Chinese social media, instant messaging, commerce and payment service platform, on marketing practices in China. It analyzes how WeChat has differentiated itself from other social media applications and has grown to be the largest and most popular chat app in China, a country plagued by censorship.  Lastly, it delves into what the future of WeChat looks like and how it will continue to infiltrate the lives of Chinese consumers. If you would like to read the full article you can visit the[British Journal of Marketing Studies website](http://www.eajournals.org/journals/british-journal-of-marketing-studies-bjms/vol-5-issue-3-april-2017/wechat-changed-face-marketing-china/). Don’t miss Yanes’ webinar,[“What you really need to know about complex survey design”](https://ams-insights.com/our-latest-thinking/webinars-on-demand/really-need-know-complex-survey-design/). This webinar provides tactical tips and tricks for designing and developing complex surveys to field to your customers. 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