Impact Of Wechat Markeing On Brand Relationship Quality

This paper aims to analyze the effectiveness of marketing throughWeChat public accounts. The core question of this paper is whetherWeChat marketing can really influence quality of brand relationship andhow?At the beginning, this paper reviews the current theories of BRQ andWeChat marketing. And comes up with a new model involving in WeChatSatisfaction, WeChat Sense of Community, WeChat Behavior Intentionand Brand Relationship Quality. The results of empirical analysis showthat WeChat marketing can really influence the effective of brandmarketing. It has an impact on the quality of brand relationship via theintermediate impact from community awareness and behavior intention ofWeChat users besides attracts users continuously. And the effect is fullintermediary.In the end of the paper, some recommendations are put forward forcorporate marketing according to these research findings.