The Roles of Emotional Cues and Purchasing Incentives in WeChat Commerce: A Content Analysis

In recent years with the development of social media, a variety of business forms have also developed. In the United States, there are advertising and business forms based on social media platforms such as Facebook and Instagram. However, in China, WeChat is the mainstream social media platform with a staggering number of active online users. As a mainstream social media platform, WeChat has extended a new business form, which is the Micro-business. With the changes in purchasing needs and economic forms, more and more people are participating in Micro-business buying and selling transactions. The formation of a new type of business activities relying on social media platforms. WeChat salespeople use WeChat Moment as their platform for displaying products and advertising. In past research, there has been research on business forms that rely on social media platforms. Nevertheless, the research based on the WeChat platform is not very extensive. Given WeChat\u27s considerable number of users and the rapid development of Micro-business, the researcher used the content analysis method to study what kind of Micro-business publishing content attracts consumers\u27 attention and conclude a transaction. The researcher collected 64,391 WeChat Moment posts posted by 1,238 Micro-business salespeople in September 2019 and finally selected 98 valid data contents as the final content to analyze