Money Or Emotion: How Do Internet Marketers Guide WeChat Users To Participate In We Media Marketing?

It is worthwhile and valuable to discuss the factors that affect the participation in We Media marketing of WeChat users,especially today,internet and mobile internet are here and there.Based on solving the internet marketing situation,particularly the WeChat marketing in mobile internet,this study mainly discusses main factors of affecting WeChat marketing efficiency as well as the effects that the interaction of different factors have on the willing of participating in marketing information.This study discusses the effects that marketing information and the information sources have on the willing of participation through four researches step by step.The first research explored the effect on the degree of participating in articles that the type of articles had on WeChat users by collecting and analyzing the data left by WeChat users when they look through articles on the WeChat public platform.According to the title of articles,we divided those articles into three types: economic articles,emotional articles and referential articles.This research also analyzed the WeChat users' participate degree through the number of reading or praising those articles.It shows that the number of emotional articles that WeChat users read and praise is higher than the number of economic and referential articles.The second research adopted the method of material stimulation and discussed the effect of the WeChat users' participation in We Media Marketing on which different information sources and marketing information have by exploring the willing of participating those three types articles.And it shows that the willing of participating in the emotional information is higher than the other two kinds of information.It is notable that the willing of participating in referential information is higher than in economical information and the interaction of marketing information and information sources is remarkable.Based on the first and second research,the third research adopted the same method with the second research and discussed the effect of the WeChat users' participation in We Media Marketing on which different economic marketing information and information sources have.It shows that the willing of participating in the referential marketing information is remarkably higher than in marketing information with both high and low economic level.And the willing of participatingin high economic level marketing information is also remarkably higher than low economic level marketing information.Besides,the willing of participating in the marketing information which is from the familiar friends on WeChat is higher than that from the friends on WeChat who you are not very familiar.The fourth research is based on the first and second research.It adopted the same method of the second and the third research,discussing the effect of the WeChat users' participation in We Media Marketing on which emotional marketing information which has different degree and different information sources have.It shows that the willing of participating in the positive emotional marketing information is remarkably higher than neutral and negative emotional marketing information and the willing of participating in the neutral emotional marketing information is higher than negative emotional marketing information.The study shows that different marketing information can affect WeChat users' participation degree and willing in We Media Marketing.That is to say,the emotional marketing information has the most remarkable effect.Different information sources also have effect but it mainly on the economic marketing information and WeChat users are more willing to participate in the economic marketing information form familiar friends on WeChat instead of not very familiar friends on WeChat.Different degree of the same marketing information can also have effect on the willing of WeChat users' participation in We Media Marketing and the users are more willing to participate in the high stimulation marketing information as well as positive emotional marketing information instead of low stimulation and negative emotional marketing information.Through scientific and rigorous research method,this study provides internet marketers with scientific research results and helps them to choose suitable marketing information and marketing strategies according to different information sources and information types when they carry out activities on We Media Marketing,thus to achieve better marketing efficiency.