Perceived values of branded mobile media, consumer engagement, business-consumer relationship quality and purchase intention: A study of WeChat in China

showed that consumer engagement is driven by five perceived values. Consumer engagement affected relationship quality and overall purchase intention. It also mediated the effect of perceived values on both. Intention to purchase via WeChat, however, was predicated by perceived values (i.e. usefulness) only. Theoretical contributions to stakeholder engagement theory and practical implications for corporate mobile (WeChat) strategy are discussed.