RETRACTED ARTICLE: The platform feature, self-concept congruence and brand experience: A fuzzy set-based qualitative comparative analysis based on WeChat

Abstract

In recent times, an ever-increasing number of companies choose to advertise on WeChat Moments, but in practice, user brand experience with respect to advertisements has been less than ideal. Meanwhile, few empirical research into brand experiences of WeChat Moments ads has come to light. In order to solve practical problems and address gaps in theory, we adopt a fuzzy set-based qualitative comparative analysis approach to investigate the combination of WeChat platform features (perceived precision, perceived interactivity, and perceived intrusiveness) and self-concept congruence (individual and social) from the perspective of set theory. This study identifies combinations of conditions that serve to create a highly positive brand experience; validates the complementary, substitute, and suppressing relations of these conditions; deeply explores the most suitable combinations with reference to disparate advertising purposes; and makes advertising strategy recommendations for companies striving to ensure excellent brand experience. Our study thus enriches and further develops current brand experience theory, and expands the application of a qualitative comparative analysis method in journalism and communication, as well as advertising fields. We also provide suggestions relating to best practice for companies who advertise on WeChat Moments.