Research On The Impact Of Customer Interaction On Consumer Brand Attachment In The Social Media Environment

The continuous development of Internet technology has given birth to the marketing platform of social media.The social media environment has a broad interpersonal communication network and distinct interactive characteristics.Social media platform has become not only a new way of network communication,but also the direction of enterprise marketing activities.Many enterprises begin to use social media platform to carry out brand publicity and promotion and other marketing activities.The interactive behavior of users and customer perceived value in social media platform have become the research hotspot of scholars.Therefore,how to interact with customers and perceive customer value in the social media environment is helpful for platform enterprises to create a more friendly and active atmosphere,and is also one of the important ways for brand enterprises to attract customers'attention.Brand attachment is an emotional connection and relationship maintenance tendency of consumers to brand holding.It can not only effectively predict consumers'brand loyalty and brand consumption behavior,but also is an important prerequisite for the formation of corporate brand equity.Domestic scholars pay more and more attention to the research of brand attachment.How to enhance consumer brand attachment through the interaction between customers on social media platform has certain significance for the operation and management of social media brand and enterprise marketing activities.Firstly,after a comprehensive analysis of the literature related to customer interaction,customer perceived value and brand attachment in the social media environment,this paper focuses on the impact mechanism of customer interaction on consumer brand attachment in the social media environment.Subsequently,with the users in the social media platform as the research object,the interaction between customers is divided into two dimensions:information interaction and interpersonal interaction,and customer perceived value as the mediating variable,which is divided into perceived practical value,perceived entertainment value and perceived social value.A three-level relationship model is established from customer interaction,customer perceived value and consumer brand attachment.Some basic assumptions are put forward.Then,with the help of SPSS22.0,the basic statistical analysis is carried out,and AMOS22.0 is selected to carry out structural equation modeling.The confirmatory factor analysis,correlation analysis and intermediary utility analysis are carried out.The empirical conclusions are as follows:(1)Under the social media environment,the information interaction and interpersonal interaction between customers positively affect consumer brand attachment.(2)In the social media environment,customer-to-customer information interaction has a positive impact on customer perceived practical value,but has no significant effect on perceived entertainment value and perceived social value;in the social media environment,customer interpersonal interaction has a positive impact on customer perceived practical value,perceived entertainment value and perceived social value.(3)Customer perceived practical value,perceived entertainment value and perceived social value positively affect consumer brand attachment.(4)Perceived practical value partially mediates information interaction and brand attachment,and perceived practical value partially mediates interpersonal interaction and brand attachment;Perceived entertainment value partially mediates interpersonal interaction and brand attachment;Perceived entertainment value has no mediating role between information interaction and brand attachment;Perceived social value has no mediating role in interpersonal interaction and brand attachment;Perceived social value has no mediating role in interpersonal interaction and brand attachment.Brand attachment plays a part of intermediary role.Perceived social value has no intermediary role between information interaction and brand attachment.Finally,based on the empirical research conclusions,this paper puts forward some suggestions on the operation and management of social media platform and the practice of enterprise brand marketing management,including:encouraging enterprises to use social media platform for brand promotion and promotion;identifying user needs,fully guiding users to participate in interaction;enriching the content of various parts of the platform,and enhancing users'perceived value.This study constructs a three-tier relationship structure model of customer interaction,customer perceived value and brand attachment in the social media environment.This model can expand and deepen the research on the types of customer interaction and the subdivision of customer perceived value in the social media environment.At the same time,the research on brand attachment has been further developed.This has certain theoretical and practical guiding significance for brand enterprises to better carry out interactive marketing activities in the social media platform,improve customer perceived value and consumer brand attachment.