The red packet interaction and brand attitude in the brand communities on WeChat
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 8 June 2020
Issue publication date: 24 February 2021
Abstract
Purpose
Monetary incentives have been widely adopted by brands to promote consumer engagement in their brand communities on social networking sites. This paper aims to explore how the interactions triggered by an emerging monetary incentive, red packets, affect consumers’ brand attitude in the context of WeChat brand groups (WCBGs).
Design/methodology/approach
According to whether brands ask for commercial returns from consumers, two types of interactions were identified, namely, exchange red packet interaction (ERPI) and communal red packet interaction (CRPI). The corresponding influences on brand attitude were examined in three experiments.
Findings
Compared to CRPIs, ERPIs elicit greater normative community pressure, inducing a less favorable brand attitude. Moreover, this impact is moderated by the time frame of brand communities. In the long-term WCBGs, a significant difference exists between ERPIs and CRPIs, while such difference attenuates or even disappears in short-term WCBGs.
Practical implications
When using red packets as an engagement strategy, brand managers should be alert to their potential negative influence. Specifically, in short-term brand communities, ERPIs enable managers to acquire commercial returns without hurting brand attitude. In long-term brand communities, managers are advised to implement CRPIs to foster a positive brand attitude.
Originality/value
This study investigates red packet interactions in brand communities, which have been widespread but unexplored. The results expand the literature by addressing the undermining effect of ERPI and the moderating effect of the time frame.
Keywords
Acknowledgements
The authors thank the editor, associate editor, and two anonymous reviewers for their insightful and constructive comments. The authors also acknowledge the National Natural Science Foundation of China (71871089), the MOE (Ministry of Education in China) Youth Foundation Project of Humanities and Social Sciences (20YJC630236), and the Philosophy and Social Science Foundation of Hunan Province of China (2018343) for financial support.
Citation
Zhu, G., Liu, Y. and Zhou, L. (2021), "The red packet interaction and brand attitude in the brand communities on WeChat", Journal of Product & Brand Management, Vol. 30 No. 2, pp. 335-350. https://doi.org/10.1108/JPBM-04-2019-2325
Publisher
:Emerald Publishing Limited
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