The Research On The Effects Of WeChat Public Platform Content Characteristics On Brand Preference

The development of mobile Internet technology and the popularity of smart phones have brought great changes to people's communication methods,consumption methods and working methods.The most influential and most frequently used application software,namely,WeChat,along with WeChat's fiery heat,various companies have focused their attention on WeChat,using their public platform for marketing.Enterprises can push different characteristics of content on the WeChat public platform to attract users and cultivate user's sense of identity with their brands,so that users can form a preference for the brand and ultimately achieve the purpose of marketing.However,there is limited research in the academia on the mechanism of the effects of WeChat public platform content characteristics on brand preference.This paper reviews the related literature of WeChat public platform content characteristics and brand preference,then combs the relationship between the characteristics of WeChat public platform content and brand identity and brand preference.The theoretical model regards WeChat public platform content characteristic as independent variable and brand identity as mediator variable,regulatory focus as moderator variable and brand preference as dependent variables.Using the method of questionnaire survey,this paper makes an empirical study on theoretical model and uses SPSS 22 software to analyze the sample data to test the research hypothesis.The results of the study show that the characteristics of content on the WeChat public platform and its various dimensions have a significant positive effect on brand preferences.The four dimensions that entertainment content,vivid content,interactive content and interest content have a decreasing effect on brand preference in turn.Brand identity plays a significant mediating role between the content characteristics of WeChat public platform and its dimensions and brand preferences.Regulatory focus type plays a significant moderating role in the content characteristics of WeChat public platform and its dimensions and brand identity.This paper studies the formation path of brand preference from the perspective of WeChat public platform content characteristics,in order to provide some ideas for the researchers and operators of WeChat public platform for each brand and to realize the purpose of WeChat public platform content through effective brand strategy.