Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency

As an indispensable platform for the interaction and relationship marketing in China, the systematic discussion about the impact of WeChat interaction on brand evaluation is still not well understood. Based on para-social interaction theory, this study examined the relationships between WeChat interaction, para-social interaction, brand evaluation and affiliative tendency, utilizing valid survey data of 216 Chinese users of WeChat. The findings...