The Research On Brand Placement Effect Of WeChat Official Accounts Based On Brand-content Congruity

Based on WeChat's mature social use,since the launch of the WeChat official accounts,a huge amount of users and traffic have rapidly accumulated in a short period of time,making the commercial value behind the WeChat official accounts apparent.With the advent of the era of debris,the change of user's media usage habit,business advertisers use the platform of WeChat official accounts to carry out brand placement has been common.However,the current in the process of implanting WeChat official accounts advertising is often focused on improving the audience's attention and memory to the advertisement,neglecting the audience's experience.How to effectively implement the brand placement of the WeChat official accounts has always plagued the development of WeChat official accounts advertisements.In the traditional research on brand placement,brand-content congruity has always been an important factor that cannot be ignored in the implanting process.Under the new media background,brand-content congruity can also be an important factor in the study of effect.At the level of effect,The selection message of the WeChat official accounts article is a more intuitive and relatively easy source of text research,selecting it as a sample,taking the audience's cognition,emotion and intention as an analogy,thus obtaining corresponding data.And the amount of reading and the amount of praise are the data that can be obtained directly.The combination of the two can get the relevant data of advertising effect.On the basis of quantitative indicators,we discuss the impact of brand-content congruity on product placement.The results show that brand-content congruity has a significant impact on brand cognition,and has a positive influence.There is no significant impact on brand attitude and purchase intention of consumers.It has a certain role in promoting WeChat official accounts communication.According to the research results,advertisers are putting brands into the WeChat official accounts article,should pay attention to the embedded brand information and the content of the article,implant the brand image consistent with the positioning of WeChat official accounts,focus on article push skills and other WeChat official accounts advertising strategy,so as to improve the effect of WeChat officical accounts in the planting advertisement.