An Empirical Study of Moments Marketing Influencing the Differences in Consumers’ Perception of Purchase Consumption in Sichuan

  • Miaomiao Zhang North Bangkok University
DOI: https://doi.org/10.18282/l-e.v10i6.2808
Keywords: Moment Marketing, Consumer Perception, Purchase Consumption

Abstract

This study aimed to explore the famous Moments marketing that influences consumers’ perceptions of purchase consumption in Sichuan. With the advent of big data, relying on big data technology and algorithm analysis, WeChat started a high user base, high user stickiness, high advertising efficiency, and extensive and accurate user portraits. Moments ads offered information in the mode of dissemination and a type of streaming advertising, which accounted for 80% of China’s social media advertising and became an essential member of the social advertising industry. This study focused on three research objectives: the impact of Moment marketing on customer purchase intention, the effect of Moment marketing on Sichuan customer perception in purchase intention, and the difference in advertising effect under different perceived values.

References

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Published
2022-04-13
Issue
Vol. 10 No. 6 (2021)

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