Research On The Influence Mechanism Of Virtual Brand Community Atmosphere On Customer Brand Identity

With the rapid development of mobile Internet technology,the popular use of mobile terminals has made the Internet have a huge impact and change on people’s life,consumption,travel,and even culture.The expansion and innovation of Internet media has made the communication between people become virtualized and networked.The virtual community extends to all aspects of life through social media,and enables individuals and others to continue to interact and communicate anytime,anywhere.Especially with the increasing pace of people’s social life,people’s communication with friends and family is also less,social media socialization largely meets the emotional needs of people to communicate with others.At the same time,social media and other forms of economic integration,the social economy has become a new economic form under the Internet economy model.The virtual brand community is a network of consumers who have a special interest in a particular brand or product based on interactions in community activities.This is one of the important features in brand relationship research.With the continuous integration of social media and other economic forms,the social economy has thus become a new form of economy under the Internet economy model.This study takes the virtual brand community as the research background,and takes the consumers in the community as the research object to explore the relationship between the virtual brand community atmosphere,community awareness and brand identity,and through questionnaire survey,spss23,Amos22 statistical software empirical research analysis data validation theoretical model.The study finally found that the virtual brand community atmosphere has a positive impact on customer brand identity;the virtual brand community atmosphere has a positive impact on community awareness;community awareness plays a part in the virtual brand community atmosphere and customer brand identity.Intermediary role;community-brand fit has played a regulatory role in community satisfaction and community ownership in customer brand identity,but the role of community ownership in customer brand identity is not significant.The main research significance of this research is to enrich the dimension of the virtual brand community atmosphere,to add the control atmosphere to the virtual brand community atmosphere,and to further study the brand identity of this high-level brand attitude.Based on these studies,the marketing suggestions summarized include: paying attention to the cultivation of consumers’ brand community awareness;and actively attaching importance to the construction of virtual brand community atmosphere.