The Influence of Friend Impression on Effectiveness of Advertisement Generated
by Users in WeChat Moments
SONG Sigen1 SHI Wei2 WANG Ping3
(1.School of Economics and Management, Shanghai Institute of Technology, Shanghai ,201418;
2.School of Digital Intelligent Finance & Accounting, Anhui Technical College ofIndustry and Economy, Hefei, Anhui, 230051;
3. Human Resources Department, AnhuiUniversity of Finance and Economics, Bengbu, Anhui, 233030)
Abstract: With the popularity of social media led by WeChat in China, the moments of WeChat has naturally become a new type of advertising channel. However, most of interpersonal relationships in moments are real offline, so ordinary persons as the brand endorsers in moments are much different from traditional celebrities such as movie stars or internet celebrities. This survey showed that the WeChat friends’ physical attractiveness, social attractiveness and moral identity significantly affected the acceptability of the advertisements generated by WeChat friends in moments, task attractiveness and moral identity significantly affected the value perception of the advertisements generated by WeChat friends in moments, and interpersonal intimacy had a mediating effect on the above relationships. Enterprises should select brand endorsers with different characteristics including common people on the social media like WeChat to be suitable for different communication goals, and WeChat users could improve the advertisement effectiveness through offline interaction as well as online impression management.
Keywords: Friend impression; WeChat moments; User-generated advertising; Advertisement effectiveness
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