Social Media, Branding and Customer Loyalty: WeChat Users of Generation X, Y and Baby Boomers in China

This study explores how effective marketing strategies can acquire, enhance, and retain customer loyalty among Generation X, Y, and Baby Boomers in China, with a focus on the challenges faced by brands in these demographics. With the rise of social media, particularly WeChat, brands are using these platforms to boost customer loyalty. The research examines WeChat s role in modern marketing communication and its impact on customer loyalty across different generations. It analyzes data from 292 Chinese WeChat users, evaluating the influence of five factors: customer satisfaction, trust and commitment, perceived value, search motivation, and word-of-mouth. The findings provide insights for future brand strategies.