Research on Social Media Content Marketing: An Empirical Analysis Based on China’s 10 Metropolis for Korean Brands

Drawing from the Uses and Gratifications Theory (UGT), this study explores the influences of the gratifications derived from the use of the WeChat on Chinese consumers’ purchase intention for South Korean brands. A total of 2,276 respondents from ten cities in China—Beijing, Shanghai, Guangzhou, Shenzhen, Ji’nan, Nanjing, Zhengzhou, Wuhan, Chengdu, and Xi’an—were part of this study. Structural equation modeling (SEM) and PROCESS analysis was applied to examine the data. Gratifications that Chinese consumers receive from the WeChat, such as functional information, entertaining information, social interaction, brand interaction, and self-concept, positively influence their brand identity. In addition, the identity of South Korean brands positively correlated with consumer’s purchase intention in China. More importantly, by using a moderated mediation model, this research finds that the relationship between SNS (social networking service) content marketing and purchase intention is influenced by consumers’ regulatory focus and CSR performance of South Korean enterprises for COVID-19 in China. This study’s findings could extend the existing theoretical framework on applying the Uses and Gratifications Theory to social media. In addition, results are in line with those authors who suggest that local social media use may positively affect foreign brand promotion. Theoretical and practical implications are also discussed