Consumers’ Online Brand Related Activities on WeChat: The Role of Social Media Marketing Efforts

Resumo

Consumers are increasingly using social media to engage with brands through consuming, contributing, and creating messages. Yet, antecedents and consequences of consumers’ online brand-related activities (COBRAs) are under-researched, resulting in theoretical deficiencies. Using a sample of WeChat users of high-end cosmetics brands in China, this study empirically tests the impact of social media marketing (SMM) efforts, including entertainment, customisation, interaction and trendiness, on consumers’ consuming, contributing and creating behaviours on social media pages, which affect their on-going search behaviour (OSB) and repurchase intention in turn. Our findings reveal that entertainment and interaction are drivers of consumers’ consuming, contributing and creating behaviours, whilst trendiness is useful in driving creating behaviour only. Notably, consuming and creating behaviours are useful in driving OSB and repurchase intention, while contributing behaviours are useful in driving on-going search behaviour only. Theoretical and managerial implications are discussed.

Trilha:

2. Comportamento de Consumidor: comportamento do consumidor e do comprador (shopper), experiência de compra, percepção de valor, co-criação de valor, redes sociais.