Research On The Influence Of Virtual Brand Community Interaction On Brand Loyalty

With the rapid development of electronic information and communication technology and the increasingly rich marketing media,virtual brand community,as a unique group organization,has an important impact on the choice of customer brand products and the good brand construction of enterprises.Virtual brand community has not only become the core platform of enterprise development,an important way for consumers to obtain enterprise brand information,but also a bridge for enterprises and customers,and for customers and customers to have good interaction and communication.The virtual brand community can involve customers and potential customers from all over the world.In the virtual brand community,members of the community can exchange product experience,product quality and other information with other members,as well as understand the relevant brand information they need.A large amount of rich information about brand products is an important prerequisite for corporate virtual brand community marketing and also the formation of customers The important weight of brand loyalty to the enterprise.In the research of virtual brand community,the indirect influence of subjective factors such as community atmosphere has not been fully considered in the mechanism of the influence of community interaction on customer brand loyalty.Therefore,this study uses theoretical and empirical research methods based on the literature review of brand community,virtual brand community,virtual brand community interaction,community atmosphere,organizational atmosphere and brand loyalty.Based on the relationship marketing theory,social interaction theory and social exchange theory,the research model of this paper is determined.Spss22.0 and Amos20.0 are used to analyze the influence model of community interaction on brand loyalty under virtual brand community.The results show that:(1)three characteristic variables of virtual brand community interaction have significant positive impact on brand loyalty,that is,information interaction has positive impact on brand loyalty;interpersonal interaction has positive impact on brand loyalty;human-computer interaction has positive impact on brand loyalty Brand loyalty has a positive impact.(2)The two characteristic variables of community atmosphere play a part in regulating the relationship between virtual brand community interaction and brand loyalty,that is,supportive atmosphere positively regulates the relationship between information interaction and brand loyalty,and control atmosphere negatively regulates the relationship between interpersonal interaction and brand loyalty.There are a lot of literatures on virtual brand community and brand loyalty,but there are few researches on it from the perspective of interaction and the community atmosphere as the regulating mechanism.Therefore,this paper takes the community interaction as the research perspective,takes the community atmosphere as the regulating variable,and fully studies its influencing mechanism on customer brand loyalty,which has certain theoretical and practical significance.It can be used as a virtual brand for enterprises Social marketing provides some help.