The Research On The Effect Of Wechat Tweets Advertisement Promotion Types On User Sharing Behavior

Social media has become one of the important marketing channels for enterprises.As a typical representative of Chinese social media,WeChat has become an important platform for most enterprises to disseminate marketing information.Enterprises need to explore how to design marketing content to prompt users to share,so as to achieve better communication effects.Due to the particularity of WeChat public account,compared with Weibo,Facebook and other social media applications,WeChat public account has certain differences.Blindly learning from previous experience in social media marketing is not enough to achieve the desired effect.Previous research on WeChat marketing mainly focuses on the external characteristics,such as operation,service and other aspects of public accounts,and few articles detail specific tweet content characteristics to explore its impact on users’ sharing behavior.Therefore,this paper,from the perspective of WeChat advertising promotion,has certain innovation and reference value in the study of user sharing behavior.Under the background of WeChat marketing and based on information diffusion theory and social capital theory,this paper discusses the effect of promotion depth and breadth of WeChat advertising tweets on "broadcasting" and "narrowcasting" sharing behavior,as well as the moderating effect of consumer char acteristics(gender and personality).Through the collection and regression analysis of secondhand data,the hypothesis of this study has preliminarily verified.At the same time,this study designed 2(promotion depth: deep vs.not deep)× 2(promotion breadth: wide vs.not wide)random experiments through the situational experiment questionnaire,and further tested the hypothesis in 4 kinds of scenarios.A total of 405 questionnaires were sent out and 379 valid ones were recovered.The hypothesis was tested by manipulative test,reliability and validity test and regression analysis.The results show that the depth and breadth of promotion have different effects on users’ sharing behavior.The promotion depth of WeChat advertisement negatively affects users’ "broadcasting" sharing behavior and positively influences users’ "narrowcasting" sharing behavior.The promotion breadth of WeChat advertising positively influences users’ "broadcast" sharing behavior and "narrowcast" sharing behavior.The gender and personality of consumers play a moderating role in the influence of WeChat promotion on user sharing.The findings of this study deepen our understanding of the influence of promotional advertisements on social media on users’ sharing behavior,and further explore the influence of WeChat marketing tweets on users’ sharing behavior.WeChat marketing and social media marketing related to the theory to make a certain degree of improvement and supplement.The results of this study also provide some practical opini ons and Suggestions for enterprises to solve the problems related to WeChat public account operation and how to make better use of WeChat marketing channel.