Affection By Brand Trust To People’s Willingness Of Retweeting

As the development of Web2.0 and mobile terminal technology, the We-Media grows robustly. As the new favorable social media platform, Wechat becomes the important tool for enterprises and brands with its online marketing and content marketing, which contains a large amount of information. The changes of people’s way of reading and the customers’ trust of brand enable promotional information spreading fast and efficient. Consequently, with certain acknowledgement of brand and its products, how psychology factors and classified branding material of enterprises’wechat public platform affect people’s willingness to retweet those information becomes a worthwhile exploring subject, from the perspective of which this thesis will discuss.Taking the World’s top military and civil aircraft engine manufacturer Pratt & Whitney’s wechat account as the object of study, firstly the thesis analyzes and summarizes concepts and current research status related to internet sharing; Secondly reviews the theory related with word-of-month and psychology, based on which the model is set up that brand trust leading to people’s willingness of retweeting, as the main effect, and self-identification and classified branding material on wechat as the regulating effect. Questionnaires are collected through internet, with the fitting degree and path coefficient test are analyzed with SPSS20.0 and SmartPLS,The study testifies the main effect that brand trust improves people’s willingness to retweet; self-identification, under the main affection by brand capability trust, negatively regulate people’s willingness to retweet; branding material carrying brand news regulates people’s willingness to retweet but under the main affection by brand quality trust; branding material carrying brand news and brand history regulates people’s willingness to retweet simultaneously, under the main affect by brand capability trust.