Youngsters and WMAs (WeChat Moments Advertisement): Do We Need the English Language in WMAs?

Abstract

Social media marketing is considered an integral part of the today’s marketing plans alongside the conventional tools. Social media’s practical application has changed the way of communication between organizations and consumers. In particular, the dynamics of interactions have been diversified in the Chinese technological cross-cultural environment. Foreigners are increasing in China and influencing the business markets. The reason for writing this article is to investigate the effects of the English language as a moderator on the viability of social media measurements and empirically test the electronic customer involvement regarding likes and comments that define the dedication and commitment. This research has analyzed the responses of 287 foreigners. The response was taken through online questionnaires distributed on a random sampling basis to social media users. Empirical research was performed by using SmartPLS3 for analysis to observe the relationships. The resultant role represents that all determinants are not similarly suitable, and are much diversified, in the context of China for the step-up of electronic customer involvement. More particularly, social media advertisement characteristics are more effective in the enhancement of electronic customers’ involvement than advertisement contents. Moreover, the use of the English language is significantly affecting the electronic customer involvement level. Tencent corporation and social media marketers should use this research to make new advertisement plans for further marketing purpose as it will guide them on how to create an innovative advertisement that will positively reap the cross-cultural environment.