Research On The Influence Factors Of Brand Choice Based On Social Media Users' Personas

With the rapid development of society and technology,the number of social media users is increasing.More and more studies try to use psychological models to analyze the personality traits of social media users,and try to deepen user understanding by using users' personas.In the fierce competition,the molding of the brand image has become an important factor for the development of the enterprise.The exploration of character analysis has existed for a long time at home and abroad.In this study,we chose the Big five model,which is the most widely used to depict the user's personas.The purpose of this study is using different methods to depict the personas of Wechat users and various brands.With the logic of the ego,self and superego,a comparative analysis of each version of the picture is made.And based on the results of the existing brand image molding to advise on the social media development.The first goal of this paper is to combine the five models of openness,conscientiousness,extraversion,agreeableness and neuroticism dimensions to design interviews.Then collecting data and analyze users' personas.The second goal of this paper is to gain characteristics of various brands using empirical research and Delphi method.Using the choice of ideal characters to get users' superego cognition.Then match different personalities and heir chosen brands.By comparing the experimental data,the paper analyzes the differences in brand selection between social media users with different personalities.The third goal of this paper is to use CBF-PI-B scale,and compare the results with the data above,in order to analyze the differences and verify the reliability of personality analysis by using the five model in real life,and give reasonable suggestions to practice.The research value of this article is to describe and verify the personality of social media users from the basic level.It provides a basic and logical direction for the new data analysis methods in the Internet age.At the same time,this study provides a reference for enterprises to create brand image,credit investigation,employee selection and many other practical applications of personas.It also provides a comprehensive data analysis program to understand the real personality of individuals.