Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)

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The Influence of Wechat Article Advertisement on Consumers’ Purchase Intention on Wechat Public Platform

Taking the Fendi Ski Series as an Example

Authors
Xinyu Cui1, *
1Wenzhou-Kean University, College of Business and Public Management, Wenzhou, 325000, China
*Corresponding author. Email: cuixi@kean.edu
Corresponding Author
Xinyu Cui
Available Online 19 November 2022.
DOI
10.2991/978-2-494069-05-3_134How to use a DOI?
Keywords
WeChat; Advertisement; Purchase intention
Abstract

Nowadays, WeChat plays an essential role in people’s daily life. All kinds of companies also use WeChat to operate, including selling products on the small program, maintaining relationships with customers through chat, and putting advertisements on official platforms. Advertisement is an important part of a company. This article reviews the literature on the wide use of WeChat, the role of advertisements, and the new trend in the clothing industry, which is discussed in this article. However, there is still some blank on the WeChat advertisement. In order to fill the gaps and help companies earn more revenue, this study takes the advertisement of Fendi’s ski series product launched on WeChat as an example to explore the effectiveness of the WeChat advertisement. The survey method is used in this study, and data are collected and analyzed through online questionnaires. The result of the study shows that the attractiveness of the advertisement will increase the possibility of purchase behavior. At the same time, some factors influence the appeal to potential customers. The length of the advertisement on WeChat is a crucial determinant. The longer the advertisement, the more impatient a reader is. Many people will lose interest in it if the advertisement is too long. The people with different salaries have different motivators not to buy the products. In addition, brand awareness and people’s interest in the style of products also play an important role.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 November 2022
ISBN
978-2-494069-05-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-05-3_134How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Xinyu Cui
PY  - 2022
DA  - 2022/11/19
TI  - The Influence of Wechat Article Advertisement on Consumers’ Purchase Intention on Wechat Public Platform
BT  - Proceedings of the 2022 International Conference on Science Education and Art Appreciation (SEAA 2022)
PB  - Atlantis Press
SP  - 1113
EP  - 1119
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-05-3_134
DO  - 10.2991/978-2-494069-05-3_134
ID  - Cui2022
ER  -