Xiaoyi Fang

doi:10.18686/rcha.v2i5.4564

Social Media, Branding and Customer Loyalty: WeChat Users of Generation X, Y and Baby Boomers in China

Xiaoyi Fang

Abstract

This study explores how effective marketing strategies can acquire, enhance, and retain customer loyalty among Generation X, Y,
and Baby Boomers in China, with a focus on the challenges faced by brands in these demographics. With the rise of social media, particularly
WeChat, brands are using these platforms to boost customer loyalty. The research examines WeChats role in modern marketing communication and its impact on customer loyalty across different generations. It analyzes data from 292 Chinese WeChat users, evaluating the influence
of five factors: customer satisfaction, trust and commitment, perceived value, search motivation, and word-of-mouth. The findings provide
insights for future brand strategies.

Keywords

Customer loyalty; Customer satisfaction; Trust and commitment; Perceived value; Search motivation; Word-of-mouth; Social media; WeChat; Branding; Generation X, Generation Y, Baby boomer

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DOI: http://dx.doi.org/10.18686/rcha.v2i5.4564

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