Impact of WeChat ecological private domain marketing on customer loyalty for apparel brands
The layout of clothing brands in the WeChat ecosystem,the largest carrier of private traffic,has begun to bear fruit,but there are relatively few relevant empirical studies.In order to explore how clothing brands can further enhance customer loyalty in WeChat private domain ecology,a theoretical model of the influence of WeChat private domain traffic marketing elements on customer loyalty was constructed through theoretical analysis and research hypothesis.SPSS software was used to test the validity and regression analysis of 592 valid questionnaire data.The results show that platform content,customer interaction and participation,personalized service and exclusive rights have positive effects on customer loyalty.Satisfaction degree and trust degree play a complete intermediary role in customer interaction and participation,and play a partial intermediary role in platform content,personalized service and exclusive rights and interests.The research results can provide suggestions for clothing brands to carry out private traffic marketing in the ecological layout of WeChat.
万方数据
维普
