How The Images Of Fans On Sns Brand Home Page Influence Brand Attractiveness:Regulating Effect Of Product Involvement

In recent years,with the vigorous development of the new media technology and Internet environment,the marketing share of the Internet and new media has overall beyond the print media,becomes one of the most important marketing means.The development of social media revolutionary renren and sina weibo and WeChat successively introduced a brand public home page.How to effectively use the brand home page to carry out the brand marketing strategy,how to combine brand home page content with potential customers,and how to effectively manage the fans of a brand home page have become the most important content of enterprise using of social media marketing.Based on the background of social media,we discussed how the brand home page showing the image of fans influence brand attractiveness.We divided brand home page into three kinds of situations according to whether to show the image of fans:show no image of fans,show the image of similar fans,and show the image of dissimilar fans.We discussed the brand attractiveness in each situation separately.Based on the theories of the reference group selection model,we suggest the hypothesis that brand attractiveness of similar fan images is significantly higher than dissimilar situation(H1a),no fan image is also significantly higher than dissimilar situation(H1b),and showing the similar fan image is higher than no fan image situation(H1c).Besides that,we used consumer perceived similarity to explain the main effect(H2).Two experiments have been carried out to verify the hypothesis.We used age and gender respectively as the standard of similarity.Based on the results of two experiments,we proved the hypothesis that brand appeal of similar situation is significantly higher than dissimilar situation,and no fan image is also significantly higher than dissimilar fan image situation.However,we found that the relationship between the brand attractiveness of no fan image and similar fan image situation is not significantly different.We use the "False Consensus Effect" to explain this situation.Besides that,we also confirmed consumers perceived similarity as its mediation mechanism in the main effect.This article discussed the relationship between social media brand home page content and its brand attractiveness from the angle of fan images.It has important practical significance on enterprises to make better use of network marketing and improve consumer preferences for product and brand.