The Parasocial Interaction Research between Enterprises and Fans in WeChat
Based on the results of parasocial interaction,this paper first analyzes the social interaction between enterprises and fans in the WeChat community through the analysis of domestic and foreign literatures and market research.Then,by using the parasocial interaction as the intermediate variable,the enterprise”s own characteristics and enterprise”s push information as the former dependent variable and product attitude and sharing behavior as dependent variables to construct a social interaction model between enterprises and fans in micro-community.According to the conclusion of the study,the parasocial interaction between enterprises and fans can be strengthened by improving the social attractiveness and active degree of the enterprises and the richness,novelty and relevance of the enterprises” push information.
WeChat marketing Parasocial interaction Product attitude Sharing behavior
Wang Xinxin Wei Si
School of Management,Wuhan University of Science and Technology
国内会议
China Marketing International Conference 2017 (2017中国市场营销国际学术年会)
北京
英文
731-746
2017-07-14（万方平台首次上网日期，不代表论文的发表时间）