Abstract

The purpose of this study is to build a framework to explain the relationships among compound attitudes (i.e., affective attitudes, cognitive attitude), customer engagement and eWOM(electronic word of mouth) behaviors in the context of WeChat. Based on the relevant theories and practices of compound attitudes, customer engagement, and eWOM, we proposed a conceptual model. This research enhanced the understanding of compound attitudes, customer engagement, and eWOM. These finding will not only help to better understand the mechanism of eWOM communication in the context of social media, but also help the Integrated Marketing Communication (IMC) marketers to develop effective social media marketing strategies and build strong consumer – brand (product) relationships.

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