The Research On The Influence Of Customer Participation In Social Media Marketing On Brand Equity

August in 2016,CNNIC released the thirty-eighth China Internet development statistics report,the report shows:China's Internet users reached 710 million,its penetration rate reached 51.7%,compared with last year,an increase of about 1.3 percentage points.Users in the use of PCs and laptops accounted for 64.6%and 38.5%,using mobile and tablet PCs accounted for 92.5.6%and 30.6%.Internet users focus on mobile devices to further.A variety of social media platforms,affecting the lives of Internet users.With the continuous development of social media and the rapid accumulation of a large number of user groups,enterprises gradually used social media as a platform for continuous development.At the same time,the research on the enterprise social media marketing has gradually become the focus,so the impact of customer participation in social media marketing on brand equity has a certain significance.This paper focused on the research of the customer participation in the social media marketing,discussing the relationship between customer participation in social media marketing,brand experience and brand equity.Customer participation in social media marketing could be divided into four dimensions,the brand experience could be divided into five dimensions,brand equity could be divided into three dimensions.Discussing the relationships between the dimensions of customer participation and brand experience with dimensions of brand experience,and the mediating role of the brand experience.The paper established a research model of customer participation in social media marketing behavior,brand experience and brand equity.In this paper,using SPSS and other tools,online and offline data collected by the questionnaire,through the collation of data and empirical analysis,we got the following conclusions:the four dimensions of customer participation all had a significant positive impact on the three dimensions of brand equity.About The mediating role of four dimensions of brand experience,sensory experience had no mediating effect on the relationship between the comment behavior and brand association,perceived quality,brand loyalty,association experience had no mediating effect on the relationship between browsing behavior and brand association,perceived quality,brand loyalty,other mediating roles were established.Finally,we got the empirical results of this paper.Using social media marketing,further could attract more customers to participate in,based on the social media marketing battlefield,summed up the corresponding management implications,to provide some theoretical support and practical reference for the further operation and development.