Customer Participation Behaviors and Brand Loyalty Based on the Media Characteristics of Wechat

DOI

10.2991/ssemse-15.2015.229How to use a DOI?

Keywords

:Customer Participation; Brand Loyalty Based; Wechat

Abstract

The study analyzes the customer participation behaviors based on the media characteristics of Wechat-the mobile SNS tool when enterprises conduct promotion; and it pointed out that the special communication way of Wechat puts more emphasis on the importance of customer participation in China. Therefore, it can more effectively motivate the customer participation behaviors, improve the public relation effect and marketing performance of Wechat, and achieve the desired public relations purposes by correctly understanding and choosing the media characteristics. This research will explore the antecedents of customers’ participative behaviors including from the perspective of consumers, and empirically analyzes the impacts of customers’ participation on the behavioral results of brand loyalty. On this basis, the impact of customer participation behaviors on its brand loyalty is further explored, trying to provide theoretical enlightenment for the consumer participation strategies when enterprises develop the Wechat public relations platform.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hong Jin
AU  - Guozhong Li
PY  - 2015/11
DA  - 2015/11
TI  - Customer Participation Behaviors and Brand Loyalty Based on the Media Characteristics of Wechat
BT  - Proceedings of the 2015 International Conference on Social Science, Education Management and Sports Education
PB  - Atlantis Press
SP  - 890
EP  - 893
SN  - 2352-5398
UR  - https://doi.org/10.2991/ssemse-15.2015.229
DO  - 10.2991/ssemse-15.2015.229
ID  - Jin2015/11
ER  -