Research On The Impact Of Corporate WeChat Official Account Content Marketing On Customer Engagement Behavior

With the advent of the new media era,various companies have regarded We-Chat as an effective social media marketing channel,and have opened the We-Chat official account to manage customer relationships and tap potential customers.most of the products pushed by the official account have high homogeneity,low originality and poor novelty,which seriously weaken the marketing effect of the official account,and leads to the weakness of word-of-mouth communication and engagement of customers at the non-transaction level.Therefore,this paper takes the content marketing with the new features of participation,cooperation and innovation as the independent variables,and studies how to stimulate the customer engagement behavior,thus creating the company's sustainable competitive advantage.At the same time,the behavior of customers is largely influenced by social and cultural factors and individual differences.Therefore,self-construction is chosen as a moderating variable to study the moderating role of content marketing and customer engagement behavior.In this study,customers of We-Chat official account were investigated,309 valid sample data were collected online and offline,and SPSS22.0 and AMOS 19.0 were used to verify the conceptual model and research hypothesis of the study.The empirical results showed that:The three forms of content marketing,including dialogue,story telling and interactive participation,have significant positive effects on the customer recommendation behavior and the customer value co-creation behavior.Self-construction has a moderating effect on customer engagement through dialogue and interactive participation.Among them,customers of independent self-construction type are more likely to have customer engagement behavior when company implement the content marketing form of dialogue.Customer Engagement behavior is more likely to occur when company implement interactive content marketing forms.The research results have certain management implications for the We-Chat official account operators:(l)Comprehensively manage the content marketing form of official account,abandon the traditional hard marketing method,and deepen communication,communication and interaction with customers through dialogue,storytelling,customer interaction and other forms to accurately understand customer appea!s;(2)According to the development stage of the company,the content marketing form should be appropriately selected to obtain the matching behavior of different purposes.The start-up type company should use the story-telling form to positively tell and spread the story content related to company development and founder experience,and the mature company needs to be more More attract customers to participate in the research and development of new products and experience sharing,triggering customer value creation behavior;(3)Directly hit the pain points and quick points of different self-constructed types of customers,and use the content form to meet the information demands of different individuals,which can enhance the influence of company in the minds of customers and better shape the image of company.