Customer Participation Behaviors and Brand Loyalty Based on the Media Characteristics of Wechat

The study analyzes the customer participation behaviors based on the media characteristics of Wechat-the mobile SNS tool when enterprises conduct promotion; and it pointed out that the special communication way of Wechat puts more emphasis on the importance of customer participation in China. Therefore, it can more effectively motivate the customer participation behaviors, improve the public relation effect and marketing performance of Wechat, and achieve the desired public relations purposes by correctly understanding and choosing the media characteristics. This research will explore the antecedents of customers' participative behaviors including from the perspective of consumers, and empirically analyzes the impacts of customers' participation on the behavioral results of brand loyalty. On this basis, the impact of customer participation behaviors on its brand loyalty is further explored, trying to provide theoretical enlightenment for the consumer participation strategies when enterprises develop the Wechat public relations platform.