Relationship Research Between The Use Of Virtual Brand Community Based On Social Network Site And Enterprise Return

Social Networking Service based on the internet help people establish social network quickly, it connect the real world with the virtual world and make them merge into each other, enable people to extend social network and improve their communication efficiency. As an important form of Social Networking Service, Social Networking Site has a booming development in recent years, provide users with excellent experience of entertainment, communication and function. In addition, Social Networking Site provide publicity platform for enterprise to help them establish extensive contact with consumers. In a social networking site a enterprise usually propagate itself and brand by publishing page advertising and establishing brand community, and the latter one is the research object of this paper. Members of virtual brand community in social networking site share common interests and hobbies, in this place they can understand brand, communicate with others about brand, participate in brand activities and so on, meet their own need. Enterprise can use virtual brand community to get information, meet customer's demands, establish brand relationship, enhance brand image and brand loyalty. It can be seen that virtual brand community is good for both enterprise and consumer. Furthermore, since social networking site has characteristics of authenticity and openness, so it can establish a huge social network which enable members in virtual brand community to communicate with each other and contact users who do not belong to the community, this can attract more new members for virtual brand community and bring more benefit for enterprise. Virtual brand community based on social networking site provide enterprise with more methods of propagate, more effective communication channels with consumers and it can enhance consumer brand loyalty and trust, bring some kind of benefits such as economic return, social return and information return.For a virtual brand community, the most important factor is members of the community, whether the community is success or not depends mainly on whether the community members support it. The community operation match the participation motives of members, it can get the support of the members and achieve more success, so this paper points out that the proper use of virtual brand community can generate some positive effect to enterprise, understand participation motives of community members as far as possible and use different functions of virtual brand community to meet members' demand, can help enterprise and brand gain more interests. Members' participation motivation in virtual brand community can be divided into five value dimension, that is to say because of these five value dimensions members are attracted to participate in community activities, virtual brand community through the use of functions with different values, help enterprises obtain more information, economic and social returns.Firstly, this paper sum up some relevant literature such as SNS, virtual brand community, participation motives of virtual brand community, enterprise return, and point out an influence model which show the relationship of the use of virtual brand community based on social networking site and enterprise return, then put some related hypothesis forward. The empirical part of this study take users who have joined a virtual brand community as samples, carry on the questionnaire survey through the network way, then verify the hypothesis. Through the regression analysis verify the correlations between use of different value functions and enterprise returns, lastly according to the conclusion of the study propose some suggestions about use and management of virtual brand community.There are some main conclusions:in the virtual brand community based on social networking site, the use of functions which have entertainment value and image value can generate positive influence to enterprise and brand's social and economic return. The use of functions which have information value and relation value and financial value can generate positive influence to enterprise and brand's information return. The degree of enterprise and brand focus on community is related with enterprise and brand's social, economic and information returns.