Influence Of Brand Story Value On Consumers' Emotional Loyalty Within The Context Of Social Media

In recent years,enterprises have clearly recognized the importance of using brand story to shape brand image and then improve brand influence.However,which aspects of value shoud be highlighted in the process of writing the brand story,and then let consumers build brand loyalty is still unknown.Especially in the era of rapid development of social media today,the interaction of social media and cluster connectivity make it possible for consumers to establish virtual social relations,and the interaction of consumers in the social media can effectively and quickly affect the other members.How to play the advantages of social media brand communication,and thus a greater impact on consumer attitudes to the brand is an urgent problem to be solved.This paper takes this as the starting point to explore the relationship between the brand story and the emotional loyalty of the consumers in the context of social media,and tries to make some reference for the development of enterprise brand communication.First of all,on the basis of analyzing the theory of brand emotional loyalty,consumer interaction and brand story at home and abroad,this paper defines the concept and dimension of each variable.Secondly,based on the theory of customer creation under the customer dominant logic,combined with the research results of previous research,the paper constructs the theoretical model that brand story value affects the emotional loyalty of consumers under the background of social media.Thirdly,the data were collected in the form of experiment and questionnaire,and the collected data were analyzed by T test and regression analysis to verify the research hypothesis.Finally,based on the results of data analysis,this paper expounds the enlightenment of enterprise management from two aspects of how to describe the brand story and the brand communication using the social media platform,and puts forward the limitations of this study and the prospect of future research.The main conclusions are as follows:(1)Brand story is an important driving factor of consumer interaction in social media,which can effectively promote consumers to share,participate in comments and interact with each other.(2)Brand story is an important factor affecting consumer cemotional loyalty,can effectively promote the formation of consumer loyalty to the brand.(3)The function value,psychological value and entertainment value of brand story can positively afect consumer sentiment loyalty.(4)The functional value,psychological value,entertainment value of brand story can positively affect the consumer interaction in social media.(5)Consumer interaction in social media can positively affect consumer sentimental loyalty.(6)Consumer interaction in social media plays a mediation role between brand story and emotional loyalty and the mediating effect is different from that of different dimensions.