Research On The Influence Of User Participation Of Social Media On Lrand Relationship

With the continuous development of Internet technology,the traditional media has less impacts on people's daily life whilst social media penetrates more to people's way of thinking and living.From the perspective of brand marketing,brand can take advantage of social media to fully display the brand culture,telling brand story and product information.Thus,users can not only browse these brands in the media,but also have access to connect with like-minded people.Furthermore,users can approach direct real-time communication with brands' staff.The rise of social media indicates that the information dissemination has no longer controlled by the seller but mostly by the buyer.Users have became initiative and active.They tend to obtain brand information through their own efforts,and they are more willing to share their experiences with others.The process of obtaining and manufacturing information isthe process of participating in the development of the brand,thus the users' participation plays an important role in the process of brand development.A large number of users initiatively generate information in the process of using media,which will affect other potential users' understanding and behavior of the brand.Predictably,positive feedback from users can help attract new users and maintain old users while negative feedback might lead to estimated loss of the brand.Therefore,on the one hand,the brand should motivate users to actively participate in the activities and discussions,on the other hand,the brand should also pay close attention to the information construction and brand relationship.Excellent brand relationship could increase users' trust and tolerance.This can not only reduce pressure on the brand reputation,but also will benefit to saving cost and improving brand value.In order to better in social media,to strengthen the construction of the user and the brand relationship it is necessary for us to explore the relationship between user participation and about the relationship between brand.This paper will use social media as the research background,study the effects of user participation on brand relationship,and the introduction of brand experience as a intervening variable.This article through to social media,user involvement,brand relationship and brand experience of related literature,the paper analyzes the relationship between user participation on brand effect mechanism of existing research results,combining with the background of social media,put forward the research hypothesis and build the theory model of user participation influence on brand relationship.Through a questionnaire on the Internet to obtain sample data,using SPSS 21.0 statistical analysis software for data correlation analysis and regression analysis,the results show that:(1)the user participation will exert positive influence effects on brand relationship;(2)the user participation will exert positive influence effects on brand experience;(3)brand experience on brand relationship plays a positive role;(4)in the users to participate in the impact of brand relationship brand experience complete mediation effect.Through research in the context of social media users to participate in the influence mechanism of brand relationship,the resulting results,will further enrich the brand management theory,and for the enterprise to carry out brand marketing activities in the social media provides the theoretical basis,make the enterprise can better adapt to social media bring the market environment change,seize opportunities,enhance the brand value.