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Examining Young Chinese WeChat Users’ Brand-Following Behaviors: Antecedents and Consequences
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Digital/Online Advertising
International
Qualitative Research
Abstract
Although brand pages in social media are considered one of the most important means to target young consumers in China, little is known regarding young Chinese consumers’ perceptions of, and interactions with, brand pages. Through in-depth interviews with young adults who follow brands on WeChat, this study provides a qualitative understanding of young Chinese consumers’ brand-following behaviors. Findings indicate that young WeChat users’ brand-following is influenced by materialistic values, brand-related peer communication and upward peer comparison, and parents’ opinions about different product categories. Brand-following positively affects the WeChat users’ intentions to post brand-related messages pertinent to luxury brands. However, their purchase intentions are limited to the most affordable items from those luxury brands. In addition, they are less likely to repost brand information created and provided by marketers.
First & Corresponding Author
Wonsun Shin, The University of Melbourne
Authors in the order to be printed.
Wonsun Shin, Yan Huo