WeChat Marketing Research Articles

The Influence of Wechat Marketing on Consumers Purchase Intention

In recent years, with the application of smartphones and the advent of the 5G network era, the competition for network marketing has become increasingly fierce. As a new social software, China's WeChat has been used and relied on by more and more people, and WeChat marketing has become a marketing method that all businesses want to seize (Yin, 2023). However, while WeChat marketing has many advantages, such as efficient information delivery and direct user interaction, it still faces challenges such as information overload, user fatigue difficulty in maintaining an active community, and incomplete laws and regulations. Therefore, the study of WeChat marketing on consumers’ purchase intention is of great significance.

The utilitarian and hedonic value of immersive experiences on WeChat: examining a dual mediation path leading to users' stickiness and the role of social norms

PurposeAn integrative model that predicts users' stickiness to WeChat is built. In the proposed model, perceived value plays a dual mediating role in the causal pathway from users' immersive experiences of presence and flow to their engagement and stickiness. Furthermore, presence is treated as a bi-dimensional construct made up of spatial feelings and the sense of being in company, and users' engagement is conceived as cognitive, affective and behavioural contributions to WeChat's marketing functions.Design/methodology/approachThe authors develop a measurement instrument and analyse data from a survey of 917 WeChat users. They use a hybrid partial least squares-structural equation modelling (PLS-SEM) and neural network approach to confirm the reliability and validity of the measurement items and all the relationships between the constructs.FindingsThe paper provides robust evidence about the mediating influences of both utilitarian and hedonic value on users' engagement with the immersive experiences of presence and flow. An additional finding highlights the role of social norms in engagement and stickiness.Originality/valueRather than studying the effects of the immersive experiences of presence and flow from either a hedonic or a utilitarian perspective, the authors consider how immersive experiences shape both utilitarian and hedonic value, as well as their joint impact (along with that of social norms) on users' engagement and stickiness.

Influence of online engagement of WeChat functions on tourist participation behaviour and leisure travel in Shanghai

ABSTRACT Due to the COVID-19 pandemic, in 2020, there has been increased participation in online interactivities as offline travels are limited, and tourism recovery has been delayed. This study used a modified non-recursive unidirectional regressive model to understand the influence of marketing communication on behavioural participation influenced by online functions from WeChat (Moment, Subscription, Channel, and Mini-Program) and intention variables (Subjective Norm, Affection, and Perceived Value) for tourist participation. Overall, 173 valid e-questionnaire feedbacks were received, and the data were processed using SPSS.26 to test the empirical hypotheses using manual path analysis for model fitting. The inductive research findings can help interpret general questions for managerial applications as they fulfil the requirements of identifying potential tourists and actively promote the participation behaviours of subsequent leisure travels. The findings of this study can help enhance the causal relationship between WeChat marketing and leisure travelling participation and internalise the influence of online functionality on intention, which is generally considered an intermediary factor. It combines the impacts of psychological variables and consumer behaviour on marketing management. The modified theoretical model represents a change in marketing strategy and simplifies mass marketing for reviving tourism in Shanghai.

Is traditional marketing mix still suitable for hotel banquets? An empirical study of banquet marketing in five-star hotels.

Are traditional marketing mix strategies still suitable for hotel banquet marketing? Using the binary logistic regression analysis method, this study used 763 banquet sales records at the Quanzhou Hilton Hotel to comprehensively test the influence of traditional marketing mix strategies on banquet marketing effects. By focusing on new marketing methods (such as video, the Internet, and WeChat marketing), this study tested the effectiveness of traditional marketing strategies in the new media era. The findings revealed that a combination of products is easier to market than a single product, whereas price is still a key factor in hotel banquet marketing. However, sales channels and personal identity have no significant effects on banquet marketing. Finally, based on the failure cases analysis, this study proposed a feasible path for promoting banquet marketing.

On-line marketing of fresh fruits by New Farmers: Use of a WeChat platform in China

The internet of things has revolutionized Chinese agricultural production and marketing sectors, creating “New Farmers.” WeChat is one of the most popular social media platforms in China, and WeChat marketing of agricultural products has become a widespread phenomenon. To respond to the quality and safety concerns of consumers on the social media marketing platform, New Farmers should pay more attention and maintain the quality and safety of the agricultural products they sell on WeChat. Our objective is to understand the determinants influencing the New Farmers' quality and safety knowledge of the fresh fruits they sell on WeChat. For this purpose, we collected data in 2018 from a sample of 504 purely sales-oriented New Farmers in China. We analyzed the influence of WeChat marketing, food safety awareness, personal characteristics, and external factors on purely sales-oriented New Farmers' quality and safety knowledge related to the fresh fruits they sell on WeChat based on the Stimulus-Organism-Response framework. Results indicated that purely sales oriented New Farmers' ranking of their understanding of the quality and safety status (pesticides, fertilizers, and quality and safety certifications) of the fruits depend on factors such as consumers' consultation frequency about quality and safety information to New Farmers, consumers' word of mouth, sales status of fruits, WeChat regulation, quality and safety awareness of New Farmers, gender, training received, government regulations, and consumers attention to food safety. The findings should be helpful to strengthen the quality and safety management, training, and supervision of New Farmers.

Strategy of marketing and promotion of knowledge services in university libraries from the perspective of micro media: Evidence from China

With the rise of micro media, the library’s traditional knowledge services and its publicity and promotion methods have been challenged. This study investigates the marketing and promotion of knowledge services through micro media in university libraries. Based on the dynamic model of knowledge service marketing promotion in university libraries, this paper conducts network research and analysis on the library knowledge service microblog, WeChat, and microfilm marketing of 42 world-class universities in China. The results show that among 42 university libraries, microblog and WeChat have a high opening rate but do not attach importance to late marketing management and maintenance (microblogs’ opening rate is 83.3%, the proportion of people paying attention is 20%). The number of knowledge service outlay exceeds 1,000 accounts (28.6%). The rate of consultation feedback within one day is 17.14%. The official WeChat account number has 97.6% of libraries. The ratio of WeChat push at least once a week is 68.3%, and the rate of consultation feedback within one day is 17.07%. Microfilm marketing is not valued as a whole (the release rate of microfilms is only 9.5%). Successful microfilm marketing (such as Tsinghua University’s “falling in love with the library” series with 7,320 views/day) helps to improve the communication efficiency of knowledge services and brand awareness. This study confirms that micro media marketing has not been fully developed and utilized. University libraries should take user experience, media technology, resource reserve, service content, account publicity, and operation as the starting point to improve user viscosity.

Assessing the Possible Solutions to the Problems of We-Chat Marketing

We-Chat Marketing is a new kind of network marketing model derived from the background of network economy. Recently, many internet companies have been asked to rectify themselves, causing us to pay attention to We-Chat Marketing issues. Therefore, the purpose of this paper is to explore the definition of We-Chat Marketing including problems and countermeasures. This study obtains the data through the literature review, analyzes and interprets it by inductive and deductive method. Findings show that the research on We-Chat Marketing is more focused on the policy, regulation and marketing aspects and its countermeasures are less in terms of organization and human resources as well as financial aspects. Finally, this study suggests that follow-up researchers should try to explore the evaluations of costs-benefits of We-Chat Marketing and other issues.

Building consumer trust in online food marketplaces: the role of WeChat marketing

Consumer trust receives high attention in food marketplaces, however, little research focuses on how to build consumer trust in the online context. Drawing on signaling theory and presence theory, this paper proposes a comprehensive framework with which to explain the influence mechanism of WeChat food marketing on consumer trust. Utilizing data from 672 consumers in China’s WeChat food marketplaces, this study conducted a partial least squares structural equation modeling analysis. The findings indicate that food seller’s content behavior and interactive behavior on WeChat positively affect consumer trust through the mediating effect of consumer’s perceived information quality and presence. And consumer trust can enhance consumer loyalty. This study extends the research on consumer trust in online food marketplaces. It also provides certain theoretical guidance for food marketers to make better use of WeChat for trust building.

Theoretical Logic, Dilemma Restriction and Practical Enlightenment of the Construction of WeChat Marketing Group of Characteristic Agricultural Products ——Based on the case study of Pujiang County, Sichuan Province

WeChat marketing has low cost, low threshold, high transparency, strong interaction and wide penetration rate. It provides an important technical means for small farmers to innovate sales models and change their weak position. It has gradually become one of the main channels for farmers to sell characteristic agricultural products. This paper takes the WeChat group of Cao Chunzhi, a farmer in Jianta Village, Pujiang County, as an example to analyze the theoretical logic of the construction of WeChat marketing group and explore the practical obstacles. At last, this article will present the practical enlightenment of the construction of WeChat marketing group based on the case.

Research on the Influence Factors of MOOC Platform WeChat Marketing

Research on the Influence Factors of MOOC Platform WeChat Marketing

Tourism Marketing Platform on Mobile Internet

With the progress of science and technology, the development and improvement of internet technology and smart phones are gradually popular in the daily life; this world has achieved a swift transition to the mobile internet era from the traditional internet era. Various tourist areas have established “Digital Scenic Spots” in recent years, making the internet combine tightly with tourism. The construction of scenic-spot marketing platforms based on internet is an important component of constructing “Digital scenic spot.” In this article, a tourism marketing platform on the mobile internet is established by analyzing the mobile internet mainstream technology and its application in tourism marketing. In this article, the architecture of the marketing system uses the MVC pattern with a three-tier distributed structure and the logic layer of the system uses a construction of JavaBean and EJB. The article also builds a WeChat marketing model based on MM-TIP. The result of research provides some reference for constructing tourism marketing platform based on mobile internet.

An Empirical Study on the Impact of Micro-credit Marketing on Consumer Information Search Behavior

With the continuous growth of WeChat users, many merchants use micromessaging platform as an important channel for marketing promotion. Based on TRA and TPB theory, this paper puts forward the relationship between perceived risk, product knowledge, interaction, information quality, Psychological impact on consumer search behavior and explore the impact of private relations on the two, build the model and put forward the relevant assumptions, through the questionnaire survey and empirical analysis to verify the model and assumptions, according to the results for the WeChat business to provide marketing recommendations to help WeChat marketing benign development.

Fuzzy quantitative evaluation on tourist scenic spot service quality in the perspective of Wechat marketing

Fuzzy quantitative evaluation on tourist scenic spot service quality in the perspective of Wechat marketing

Study on WeChat Marketing Strategy Based on the Purchase Intention of Youth Group

Recently, studies of WeChat Marketing Strategy based on the Purchase Intention have used TAM to help enterprises achieve high levels of marketing strategy but most have investigated only a component of TAM and neglect the role of entertainment, privacy and trustworthiness (belief in benevolence, belief in the competence, belief in the integrity) that are shown when people use WeChat. Therefore, a model that goes beyond TAM and include key relational concepts (entertainment, concern about privacy, trust,etc.) is developed. Entertainment,concern about privacy and trustworthiness are major parts of this model, which are based on strong theoretical foundations. Eleven hypotheses are formulated. Data on the constructs are collected from 384 respondents and analyzed by using regression analysis to test the hypotheses.

A study on the influence of Wechat marketing on attitudes of super-market consumers

This paper is dedicated to analyze the influence of WeChat marketing on supermarket consumer attitudes. Through the field questionnaire investigations, this paper uses descriptive statistics and empirical statistics analysis methods to test the factors of consumers’ attitudes. It also puts forward some strategies to increase levels of consumer trust, improve the wording attraction of WeChat marketing and enhance peoples’ involvement in We Chat Public Platform.

WeChat Marketing of Catering Industry from Consumers’ Perspective <br/>—Taking “HaiDiLao” and “Little Sheep” as Examples

With the development of science and technology, more and more social softwares emerge. In this context, new marketing ways also emerge in an endless stream. WeChat marketing is a new marketing mode following the micro-blog which also relies on social network, and it has been widely applied to all trades and professions. Being Chinese traditional enterprises, the catering industry is also facing with increasing competition. Thus, considered as an important means to cope with the international competition, WeChat marketing is essential for the catering industry marketing. On one hand, catering enterprises demonstrate delicacies. On the other hand, they listen to the voice of, and try to meet the demand of consumers by WeChat, and then take action timely according to the changes of the market, by adjusting enterprise marketing modes and launching new products. This paper takes HaiDiLao and Little Sheep, two well-known catering enterprises in China, as empirical examples, and briefly analyzes their WeChat marketing of how to operate in the catering industry from the consumer’s point of view. Meanwhile, by comparing and analyzing the WeChat marketing of HaiDiLao and Little Sheep, the advantages and disadvantages of each enterprise were summarized respectively. Consequently, recommendations for their development and improvement were put forth.

Factors Influencing Customer Participation in Mobile SNS: Focusing on Wechat in China

WeChat is the most representative mobile socialization application in China as well as an important platform in enterprise publicity. The special transmission method of WeChat emphasizes the importance of user participation. Therefore, how to make effective use of the antecedent factors of user participation and user participation incentives appears to be particular significant. The research explores into the antecedent factors of user participation in WeChat from the perspective of users, and analyzes the effect mechanism of these factors on the two different dimensions of user participation (general participation and interactive participation) with examples. Empirical data shows that interaction frequency, preferential Incentive and information sharing exert significant positive effects on general participation. Interaction frequency and information sharing have positive effects on users' interactive participation. The research attempts to figure out the pattern of WeChat marketing of user participation theoretically through constructing the antecedent factors and effect mechanism of user participation in WeChat, as well as provides implications for user participation strategies when enterprises develop WeChat marketing platform.