Study on the Cover of WeChat Red Envelope from the Perspective of brand Communication

In the digital economy, companies increasingly shift from physical to online marketing, leveraging the ability to transcend geographical boundaries and rapidly disseminate brand information. As a powerful online communication platform with a vast user base, WeChat plays a crucial role in mobile payment, information transfer, and emotional communication through Wechat Red Packets. When consumers engage with Wechat red envelope covers, they undergo five stages of attention, interest, search, action, and sharing, enabling the secondary communication of brand information. This study analyzes the communication influence mechanism of brand information in Wechat red envelope covers using the AISAS model. It also identifies factors influencing consumers' willingness to use Wechat red envelope covers through a survey, establishes a model for understanding these factors, and examines their impact on users' behavior from a brand communication perspective. Hypotheses are proposed based on the model and tested using PLS 3.0 software. The findings highlight the significant and positive influence of entertainment experience, effort expectation, social influence, convenience, intention to use, and user behavior on the information experience. Wechat red envelope covers hold substantial business value as a marketing method. Leveraging the festive season as a marketing hotspot and consistently conveying the brand message while sending and receiving Wechat red envelope covers will enhance brand awareness and influence.