Second, the intense interactivity of WeChat reflects the fact that interactions transform mutually between enterprises and consumers instead of one-way communication (Kim and Ko, 2012). For its large and stable social relationship chain and strong degree of user dependence, WeChat has become a new platform for enterprise marketing and relationship management. First, there exist 1.151 billion monthly active users in China according to the latest data in 2020. On the basis of these results, the practical implications for enterprises are discussed.Īs the most influential social media application in China, WeChat has the advantages for large user-base, intense interactivity and low threshold in building, maintaining and strengthening relationships with customers. Through detailed analyses, the conclusions identified para-social interaction as a mediator and affiliative tendency as a moderator in the relationship between WeChat interaction and brand evaluation. Compared to the high affiliative tendency, low affiliative tendency enhances the positive effect of para-social interaction on brand evaluation and the mediating path. The findings of this study revealed that there is a positive relationship between WeChat interaction and brand evaluation, and para-social interaction plays a mediation role for its virtual intimacy. Based on para-social interaction theory, this study examined the relationships between WeChat interaction, para-social interaction, brand evaluation and affiliative tendency, utilizing valid survey data of 216 Chinese users of WeChat. As an indispensable platform for the interaction and relationship marketing in China, the systematic discussion about the impact of WeChat interaction on brand evaluation is still not well understood.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |