The Impact Of Social Media Community Perception On Brand Loyalty

The two-way communication mode of social media can significantly improve the breadth and depth of information dissemination with low cost and high efficiency compared with traditional communication channels.Therefore,more and more enterprises are beginning to use social media to carry out marketing activities,establish,maintain and enhance their brand image in the process of interacting with consumers in order to promote consumer brand loyalty.Various types of social media marketing methods are emerging one after another.Facing the common consumers,how to promote consumers' participation in the interactive communication of social media marketing is the key content of this research.Based on the psychological perspective of virtual community perception,this paper explores the influence of the perception of community members of brand community members on the internal and external behaviors of roles in the community and brand loyalty in the process of social media marketing based on the psychology of consumers' role behavior,and socialization.In the process of media marketing,the psychological perception of members of the virtual brand community promotes the mechanism for consumers to form brand loyalty.In the structure of the article,this paper mainly follows the following logic: Firstly,by combing the research literature of social media community perception,consumer role behavior and brand loyalty,it determines three kinds of entertainment perception,interaction perception and word-of-mouth perception perceived by social media community.Dimensions,according to the research on employee participation behavior and citizen behavior in organizational behavior,determine the behaviors of consumers in the process of social media marketing and the behaviors of two consumer roles outside the role of the consumer;secondly,propose research through theoretical basis Assume that the final questionnaire is designed,revised and formed on the basis of this,and 294 valid data are obtained through questionnaire survey for subsequent empirical analysis.Finally,the empirical hypothesis is verified by software such as SPSS and AMOS,and relevant explanations are made.And better build opinions and suggestions for maintaining the brand community in the process of social media marketing.According to the empirical results: the three dimensions perceived by the social media community have a direct effect on the formation of brand loyalty;both entertainment perception and word-of-mouth perception can promote the of the consumers' in-role behavior intention and extra-role behavior intention,but the interaction perception can only promote customers' extra-role behavior,and the impact on in-role behavior intention is not significant.According to the empirical results,this paper puts forward three specific suggestions.First,community managers should build a multi-dimensional brand contac.Second,stimulate consumers' more role behaviors to achieve the purpose of shaping democratized brands.Third,enrich brand content and make rational use of community members' word-of-mouth communication effect.