Study On The Influence Of Enterprise WeChat Marketing On Consumers' Brand Loyalty

No matter what kind of new media,as long as it appears,it will cause marketing changes,and profoundly affect human life.The development of We Chat confirms this.We Chat not only promotes the change of personal communication mode,but also gives birth to new marketing concepts and modes.Nowadays,We Chat marketing has been very popular,and many scholars have been interested in it and launched a lot of research,but few studies have involved the measurement of the effect of this model.This paper carried out the empirical analysis,it explores the relationship between consumers,brand loyalty and We Chat marketing at the same time,try to reveal the key influence on consumer brand loyalty to the cause,provide reference for enterprises to better carry out the We Chat marketing,to help enterprises to use this marketing means more effective to achieve the goal,buying more competitive brand.Based on the literature review and the basic theory of brand trust and its antecedents,brand loyalty,this paper explains the relationship between the three.According to the existing literature and basic theory,research the impact on We Chat marketing effect has five main factors: the representative of the platform reliability,convenience,information quality,role humanization level and opinion leader attitude,that is to say We Chat marketing will produce marketing effect through the above factors,play a role.Based on this,this paper establishes a mechanism model of We Chat marketingaffecting consumer brand loyalty.In this paper,using questionnaire survey to obtain information data,using SPSS(version 19),Amos(version 17)two software analysis data,modify and optimize the index system scale.This study used structural equation model analysis of the mechanism between the brand trust and its antecedents affect brand loyalty,brand trust as intermediary variables,analyzes the influence of We Chat marketing consumer brand loyalty plays the intermediary role.Finally,this paper puts forward the following conclusions: the enterprise in the development of We Chat marketing,should focus on reliability and convenience of the platform,focus on improving the brand trust,information quality,prompting fans more deeply involved in marketing,shaping human more prominent role,expand the emotional marketing,and leveraging the opinion leaders to explore new ways of marketing influence,We Chat marketing to improve the use of interactive,a We Chat user stickiness,improve the enterprise CRM system gives marketing suggestions.