| 基于微信公众账号的品牌营销对品牌关系质量的影响研究 |
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| 引用本文： | 杨鑫,余明阳.基于微信公众账号的品牌营销对品牌关系质量的影响研究[J].西南民族学院学报(自然科学版),2014(4):635-640. |
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| 作者姓名： | 杨鑫 余明阳 |
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| 作者单位： | 上海交通大学安泰经济与管理学院,上海200030 |
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| 摘 要： | 目的在于探索基于微信公众账号的品牌营销效果,解决品牌基于微信公众账号的营销行为对品牌关系质量的影响问题.研究发现,基于微信公众帐号的品牌营销可以正向影响品牌关系质量,消费者对品牌微信公众帐号的满意度可以正向影响品牌关系质量.研究除验证了开篇提出的5个研究假设外,还验证了消费者对微信公众账号社群意识和行为意向对品牌关系质量的完全中介影响.最后,根据研究结论,对品牌通过微信公众账号开展营销活动提出参考建议.
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| 关 键 词： | 品牌关系质量 微信公众账号 社群意识 行为意向 |
Impact of WeChat marketing on brand relationship quality |
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| YANG Xin,YU Ming-yang.Impact of WeChat marketing on brand relationship quality[J].Journal of Southwest Nationalities College(Natural Science Edition),2014(4):635-640. |
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| Authors: | YANG Xin YU Ming-yang |
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| Institution: | (Antai College of Economics and Management; Shanghai JiaoTong University, Shanghai 20030, P.R.C.) |
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| Abstract: | This paper analyzes the effectiveness of marketing through WeChat public accounts. The core question of this paper is whether WeChat marketing can really influence quality of brand relationship and how. The results of empirical analysis show that WeChat marketing can really influence the effectiveness of brand marketing. It has an impact on the quality of brand relationship via the intermediate impact from community awareness and behavior intention of WeChat users and attracts users continuously. |
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| Keywords: | quality of brand relationship WeiChat public account awareness of community behavior intention |
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