An Empirical Research Of The Relationship Between Social Media Consumer Value And Brand Loyalty

In recent years, with the development of web2.0 technology and the popularity of smart phones, tablet PCs and other mobile terminals, China’s social media has made a rapid development, the number of social media users also showed explosive growth. This situation not only changes the environment of brand marketing, but also has a great impact on consumer behavior patterns, as a result, the new AISAS consumer behavior model emerge.In this background, the demand and value perception of consumers has also undergone major changes, it’s more and more difficult to attract consumers only by products or services. Nowadays, building a deep emotional connection with customers and creating more added values for them becomes an important method for a company to improve customer loyalty and maintain sustainable competitive advantage. Based on this reality, more and more companies realize the importance of social media and customer value, however, research on social media customer value has not yet appeared in the academic community. So we put forward a new concept of social media customer value, and defined its meaning and dimension in this article, based on the review of social media, internet customer value, and AISAS consumer behavior model.Marketing is the process of creating value for customers, retain customers and foster customer loyalty. As for the unique social Media customer value, should a company give the same attention to these needs and values, are they also able to form brand loyalty? To answer these questions, this article constructed a social media customer value and brand loyalty model, with brand trust as a mediating variable, and makes an empirical research to prove that social media customer value has a positive impact on brand loyalty, and brand trust plays some mediation role in it.Innovation of this paper is to propose a social media customer value which is different from the traditional customer value. From the theoretical sense, we fill the vacancy of the research in social media customer value and brand loyalty, is a bold attempt; from the real sense, we try to provide ideas and suggestions for companies brand marketing with various forms of social media tools to gain brand loyalty.