Effects Of Advertising Appeals , Social Distance And Comment Of Friends On Relationship Marketing Of We-chat

Relies on the powerful user base of QQ,Tencent Inc launched a new social media-WeChat in 2011,Which users' activity even more than the popular micro-blog with strong relationship and personal privacy.“Social of Acquaintances” and “strong interaction” not only facilitate communication between users,WeChat has also become a fertile ground for advertising marketing.In this study,we talk about the effect of advertising appeals,social distance and friends' comments on the relationship marketing of the circle of friends.The study includes mainly three parts:The first study is employed 2×2 mixed design to explore the influence of cognitive style and appeal on the memory of the circle of friends.Results show that(1)The total recognition score of the dependent individuals was higher than the independent individuals.(2)the dependent individuals are significantly higher than that independent individuals on motional appeal advertising;independent individuals are significantly higher than that dependent individuals on rational appeal advertising.The second study is employed 2×2 in subjects design to explore the influence of social distance and the advertising appeal on the goodwill of the circle of friends.Results show that(1)near distance advertising favorability was higher than far social distance.(2)rational advertising favorability was significantly higher than perceptual advertisement.(3)in the recent social distance,individual to emotional advertising degree is significantly higher than the rational advertising;in far social distance,The rational advertising is significantly higher than emotional advertising.The third study is employed 2×2×3 to explore advertising appeal,social distance and friends comment on the circle of friends to buy advertising products.The results show that:(1)the purchase intention with friends comment was higher than that without friends comment.(2)in social distance advertising,purchase intention was significantly higher than that in the far social distance,including direct comment and screenshot comment.(3)purchase intention of rational demands was higher than that of emotional demands;(4)in near distance,emotional purchase intention was higher than that of the rational appeal;in far social distance,rational purchase intention was higher than that of the emotional appeal.