Research On The Impact Of Virtual Brand Community Interaction On Brand Evangelism

With the development and popularization of Internet,enterprise network marketing has been born.As an important position of network marketing,virtual brand community has been favored by enterprises at home and abroad.Through the virtual brand community,enterprises gather target consumers from different regions on the same platform,use the attraction and cohesion of the brand community to enhance the emotions between consumers and brands,build a positive brand impression in the consumer mind,form the recognition of brands in cognitive and emotional aspects,and then affect consumer behavior.Interaction,as the core means of building a virtual brand community,is becoming more and more important.The continuous interaction of consumers in the virtual community space can not only help to understand product information in time and reduce time cost,but also help consumers to meet the needs of self-expression,enhance emotional ties with other consumers in the community and meet the needs of interpersonal communication.At the same time,enterprises can use interaction to build brand image,convey brand concept to consumers,and then improve consumers' brand identity,cultivate loyal brand believers.This paper focuses on how the interaction in the virtual brand community affects the brand promotion,which has practical guiding significance for enterprises to create a good community atmosphere and cultivate a group of firm brand advocates.Firstly,through reviewing the literature,this paper finds that the current research mainly focuses on the conceptual connotation and dimension of the interaction of virtual brand community and its relationship with brand loyalty,brand satisfaction and brand commitment.There is a lack of research on the relationship between the interaction of virtual brand community and brand promotion.Secondly,this paper carries out research hypothesis and model construction.Referring to the definition and dimension selection of virtual brand community interaction,the definition and dimension selection of brand identity and the definition and dimension selection of brand esteem by domestic and foreign scholars,this paper focuses on the bridge role of brand identity between brand interaction and brand esteem.The interaction of virtual brand community includes three dimensions:human-computer interaction,product interaction and interpersonal interaction.Brand identity is divided into two dimensions:personal brand identity and social brand identity.Finally,this paper incorporates the three variables of virtual brand community interaction,brand identity and brand promotion into the same model to explore the relationship between the variables,and draws the following conclusions:(1)the three-dimensional interaction of virtual brand community has a positive impact on brand promotion;(2)the three-dimensional interaction of virtual brand community has a positive impact on brand identity;(3)the interaction and promotion of brand identity in virtual brand community.Brand promotion plays a part of intermediary role.According to the research conclusion,this paper puts forward marketing suggestions on how to build a virtual brand community,strengthen experience and interaction,and enhance the emotional connection with consumers.