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Research on Information Dissemination Model in WeChat-Based Brand Community

In: Smart Service Systems, Operations Management, and Analytics

Author

Listed:
  • Huijie Peng

    (East China University of Science and Technology)

  • Xingyuan Li

    (East China University of Science and Technology)

  • Yisong Zhang

    (University of Shanghai for Science and Technology)

  • Qifeng Tang

    (Shanghai Zamplus Technology Co., Ltd)

  • Liwei Zheng

    (Shanghai Zamplus Technology Co., Ltd)

Abstract

The recent emergence of WeChat-based brand communities in China is regarded as an effective channel for user-centric service marketing. However, Brand-related information disseminationInformation dissemination and acceptance are the main hindering force in their sustainability. Despite the growing popularity of these brand communities, there has been only limited research modeling the brand-related information dissemination rule and process. The present study examines the factors affecting brand-related information dissemination and models the process of brand-related information dissemination in WeChat-based brand communities. Based on the characteristics of WeChat, this paper presents a modified information dissemination model. It quantifies the brand information dissemination process through MATLAB simulation and gets the law of information propagation. The influence of user acceptance thresholdUser acceptance threshold and social motivationSocial motivation in information disseminationInformation dissemination is examined. The study findings suggest that the user acceptance threshold and relative motivation have obvious positive effects on the width and the speed of brand information dissemination. The findings have implications for organizations intending to use WeChat-based brand communities to practice user-centric service marketing.

Suggested Citation

  • Huijie Peng & Xingyuan Li & Yisong Zhang & Qifeng Tang & Liwei Zheng, 2020. "Research on Information Dissemination Model in WeChat-Based Brand Community," Springer Proceedings in Business and Economics, in: Hui Yang & Robin Qiu & Weiwei Chen (ed.), Smart Service Systems, Operations Management, and Analytics, pages 293-302, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-30967-1_27
    DOI: 10.1007/978-3-030-30967-1_27
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