Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency

Abstract As an indispensable platform for the interaction and relationship marketing in China, the systematic discussion about the impact of WeChat interaction on brand evaluation is still not well understood. Based on para-social interaction theory, this study examined the relationships between WeChat interaction, para-social interaction, brand evaluation and affiliative tendency, utilizing valid survey data of 216 Chinese users of WeChat. The findings of this study revealed that there is a positive relationship between WeChat interaction and brand evaluation, and para-social interaction plays a mediation role for its virtual intimacy. Compared to the high affiliative tendency, low affiliative tendency enhances the positive effect of para-social interaction on brand evaluation and the mediating path. Through detailed analyses, the conclusions identified para-social interaction as a mediator and affiliative tendency as a moderator in the relationship between WeChat interaction and brand evaluation. On the basis of these results, the practical implications for enterprises are discussed.