A Study On The Influence Of Corporate WeChat-Public Welfare Communication On Brand Loyalty

With the development of society and progress of technology,the new social welfare model represented by WeChat-public welfare has become increasingly important,and it has developed rapidly and attracted broad participation from the public.The WeChat is advocating the broadest range of volunteerism and charity action.The arrival of the demand economy has spawned a higher level of spiritual consumption demand for users in the 3.0 era.WeChat-public welfare has brought new ideas to the practice of corporate public welfare communication.At this present stage,many enterprises have begun to try to use the WeChat platform to carry out public welfare communication practice,but the effects of public welfare communication are different.How to achieve the ideal public welfare communication effect is an important issue that enterprises need to solve urgently.User as an audience for brand communication activities,their brand loyalty is the reflection of the effect of public welfare communication to a certain extent.Therefore,this research takes the corporate WeChat-public welfare communication activities as the research object,aims to promote the public participation behavior and brand loyalty establishment.Building the formation mechanism of brand loyalty in Corporate WeChat-public welfare communication,takes user's participation behavior as a mediator for the first time and studies the two different ways of participation in viewing behavior and contribution behavior.Use the in-depth interview method and structured questionnaire to analyze the characteristic dimensions of corporate WeChat-public welfare communication,which covered communication strategy,public welfare value and capability adaptation.Among them,communication strategy includes interactive strategy,performance strategy and transparency strategy.After that,this study uses the empirical research methods such as confirmatory factor analysis and regression analysis,to analyze the results of large-scale questionnaire survey,and verify the rationality of the research model and research hypothesis proposed in this study.The research shows that user participation behavior builds an important “bridge”between Corporate WeChat-public welfare communication and brand loyalty.The characteristics of interaction strategy,public welfare value and capability adaptation positively affect the user's brand loyalty by affecting their participation behavior.The transparency strategy and performance strategy have not had a significant impact on brand loyalty.At the same time,viewing behavior and contributing behavior can have different effects on the formation of brand loyalty.Finally,based on the empirical researchconclusions,We make three recommendations of connecting WeChat-public welfare data,building a WeChat-public welfare brand and optimizing WeChat-public welfare participation mechanism.This study analyzes the theoretical logic of brand loyalty building by analyzing the characteristics of corporate WeChat-public welfare communication,deepens the relevant research in the field of brand communication and public welfare communication,and puts forward practical suggestions for the decision-making of corporate WeChat-public welfare communication in order to transforming and upgrading with social welfare undertakings.It will help to maximize the economic and social benefits of corporate public interest and promote the construction of a harmonious society.