The Impact Of Online Brand Community Types And Self-Construction On Brand Attitude

In the era of the mobile Internet,online brand communities are a common marketing tool for companies and an effective way to establish brand-toconsumer connections.However,with the negative public opinion fermentation of the online brand community(such as WeChat,fakes,etc.),consumers have certain "doubts" about the existence of online brand communities.This thesis looks at two types of online brand communities—marketers create online brand communities(MOC),consumer creators online brand communities(COC),and consumers—two types of self-construction—independent self-construction and dependence The self-constructed matching effect,combined with persuasion knowledge theory,uses persuasion coping(seeking coping and defensive coping)as an intermediary variable to detect the impact of consumers on brand attitudes.This paper validates the interaction between online brand community types(MOC and COC)and self-construction(independent and dependent)and persuasive responses(seeking and defensive responses)through three 2 * 2 inter-group design experiments.The main conclusions are as follows:1.In marketers creating online brand communities(MOCs),traitindependent self-constructed consumptionConsumers have a more positive attitude towards brands;in consumers creating online brand communities(COCs),trait-dependent self-constructed consumers have a more positive attitude towards brands.2.Consumer self-construction can be manipulated.Creating an Online Brand Community(MOC)in MarketersAmong consumers,consumers who are manipulated as independent selfconstructed attitudes towards brands are more positive;in consumers creating online brand communities(COC),consumers who are manipulated as dependent self-constructed attitudes toward brands are more positive.3.In the creation of online brand communities by marketers,persuading coping has produced a significant part of the mediating effect,specifically as follows: In the creation of online brand communities by marketers,independent self-constructed consumers are more likely to adopt seeking responses.Strategy,which in turn leads to a more positive brand attitude.Dependent selfconstructed consumers will be more inclined to adopt defensive coping strategies,which will lead to a more negative brand attitude.But in consumers creating online brand communities,the mediating role of persuading responses does not exist.