Private domain and Stickiness: A Study on the Effectiveness of Brand Community Marketing under Private Domain Traffic

Abstract

As the dividend of public domain traffic is peaking, brands are turning to private domain traffic, which has the advantages of low cost and repeated reaching, and relying on WeChat social platform to build their own private domain traffic ecosystem. Brands expect to enhance users’ brand stickiness through promotional activities in WeChat communities. In this paper, from the perspective of group dynamics theory, questionnaires and in-depth interviews are used to conclude that brands’ WeChat community activities are weakly correlated with consumers’ brand stickiness. Based on consumers’ real demand feedback, to crack the existing community marketing dilemma, brands need to build two-way interaction mechanism, online and offline channel integration, to create “social + marketing” core highlights , to enhance consumer interest in buying. At the same time, the state to strengthen supervision, guide the private domain traffic benign operation, to create a good market environment.