Examining direct sales as a violation of friendship expectations on WeChat

Abstract

WeChat has emerged as the leading app in China, providing a platform for direct sellers. However, selling behaviors can be perceived as violations to friends, as WeChat was originally designed for private sharing. This study examines the relationships and communication dynamics of WeChat users when their friends become sellers, using the framework of Expectancy Violation Theory (EVT). The findings reveal that participants viewed their friends’ selling behaviors as moderately expected, low in importance, and moderate to highly negative in valence. The type and length of the relationship significantly influenced the perceived violation. Furthermore, participants reported changes in communication behaviors following their friends’ transition into sellers. This study sheds light on the impact of selling behaviors on WeChat friendships from an EVT perspective, offering insights into users’ perceptions and communication adjustments in response to these violations.