Research On The Relationship Between Wechat Information Behaviour And Brand Knowledge From The Perspective Of Personal Social Capital

Wechat marketing has become increasingly popular and is among the most important sources from which people acquire brand knowledge. When researching the relationship between users’Wechat behaviour and brand knowldege, most scholars fail to take the environment in which communication occurs into consideration and mostly focus on three elements:information sources, sinks and information itself.People’s interaction on Wechat forms social capital which in turn affects their Wechat behaviour. And finally, such behaviour produces users’brand knowledge. This paper, consequently, studies the relationship of the two in the context of personal social capital.12 hypotheses are raised,366 questionnaires gathered. All the data collected are proceeded with SPSS 19.0.According to the result of the empirical analysis, this paper draws two conclusions followed by seven practical suggestions for brands. The first conclusion is that social information obtain is mainly influenced by sctructral and relational social capital; and percieved value of information is mainly influenced by relational and congitive social capital. The second one is that brand awareness is primarily affected by social information obtain; and brand attitude and associations are affected by percieved value of information.