Types of WeChat Image-text, Advertising Appeals, and Execution Styles in WeChat Official Account Articles: A Case Study of Ananda Condo Brand in Thailand

Abstract

This research aims to examine the types of WeChat Image-text and Creative strategy presented in WeChat real estate official account articles. It took a case study of Ananda Development, and made a quantitative content analysis of the WeChat official account articles. Using the purposive sampling method, Ananda’s 195 official account articles in WeChat from January 2017 to June, 2018, in terms of image-text and creative strategies towards the related condo brands, were selected as samples of the study. Descriptive statistics (frequency and percentage) were used to analyze the data. The findings suggest that WeChat official account articles played a main role in releasing product information. As for the advertising appeals, location, unit features, surroundings, facilities, design concept, transportation, social appeal, brand appeal, investment prospect, personal appeal, education, price, promotion, fear appeal, health care, environment, and humor appeal were always emphasized in the WeChat articles. In terms of the execution style, the use of images with different appeals is the most common strategy. Managerial implications are provided for brand managers or marketers who are using social media such as WeChat to promote their products among foreign target consumers.