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Tickle me on WeChat Moments: the role of brand love
[Chatouillez-moi sur WeChat Moments : le rôle de l'amour de la marque]

Author

Listed:
  • Jashim Khan

    (UNIS - University of Surrey)

  • Jean-Eric Pelet

    (INSEEC - Institut des hautes études économiques et commerciales | School of Business and Economics)

  • Somayeh Zamani

    (University of Isfahan)

Abstract

Purpose-This study aims to expand the understanding of the implicit exposure of brands in Web dramas with congruent branding messages shared on social media Moments. This study also aims to examine the mediating role of word of mouth (WOM) and brand love in the relationship between Web-drama connectedness and viewers' intention to spend and spending per week. Design/methodology/approach-A total of 657 usable questionnaires were gathered from Chinese participants who watch the famous weekly drama "My Huckleberry Friends" and make weekly purchases from McDonald's. Partial least squares regression was used to test the theoretical model of the study. Findings-Results of this study reveal that WOM and brand love mediate the relationship between Web-drama connectedness and intention to spend on the exposed brand. Intention to spend mediates the relationship between brand love and spending. WOM mediates the relationship between Web-drama connectedness and spending. Originality/value-Tencent's WeChat is a well-known Chinese social media platform with a history of forbidding advertising. Users constantly flood social media with Web-drama content, influencing consumers' spending habits. To the best of the authors' knowledge, the present study is one of the first attempts to develop an understanding of Web-drama connectedness, brand love, WOM and behavioural intention by tracing the spending on advertised brands. This study highlights how brands maintain consumer spending by enhancing brand love via Web-drama advertising and instigating ticklish moments as "print screens" of WOM on social media.

Suggested Citation

  • Jashim Khan & Jean-Eric Pelet & Somayeh Zamani, 2021. "Tickle me on WeChat Moments: the role of brand love [Chatouillez-moi sur WeChat Moments : le rôle de l'amour de la marque]," Post-Print hal-04139743, HAL.
    • Handle: RePEc:hal:journl:hal-04139743
    DOI: 10.1108/JPBM-10-2019-2597
    Note: View the original document on HAL open archive server: https://hal.science/hal-04139743
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    References listed on IDEAS

    as
    1. Vikas Arya & Hemraj Verma & Deepa Sethi & Rajat Agarwal, 2019. "Brand Authenticity and Brand Attachment: How Online Communities Built on Social Networking Vehicles Moderate the Consumers’ Brand Attachment," IIM Kozhikode Society & Management Review, , vol. 8(2), pages 87-103, July.
    2. N. Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print halshs-00674719, HAL.
    3. Noel Albert & Dwight Merunka & Pierre Valette-Florence, 2013. "Brand passion: Antecedents and consequences," Post-Print hal-01822310, HAL.
    4. Albert, Noel & Merunka, Dwight & Valette-Florence, Pierre, 2013. "Brand passion: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 66(7), pages 904-909.
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    Cited by:

    1. Jean-Éric Pelet & Basma Taieb, 2022. "Context-aware optimization of mobile commerce website interfaces from the consumers’ perspective: Effects on behavioral intentions [Optimisation contextuelle des interfaces de sites Web de commerce," Post-Print hal-04138288, HAL.

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