Research On The Impact Of Social Network Structure Of Director Virtual Community On Brand Value Of Logistics Enterprises

With the rapid development of information technology on the internet,virtual communities have become a new social form and an important platform for enterprise brand building.Against the backdrop of new challenges and opportunities facing the logistics industry,logistics companies must pay attention to their brand building if they want to gain an advantage.Therefore,this study aims to explore the influence of virtual communities on the brand value of logistics companies,using the virtual community "Shunfeng Express" Weibo Super Topic under the leading logistics company,Shunfeng Group,in China as the research object.The interaction content from April 2018 to December 2022 is divided into three months,and a social network theoretical model is constructed by combining social capital theory and "weak relationship connection" theory.Social network analysis and text analysis methods are used to measure the social network structure and interaction content of community members in each stage of the virtual community.Specifically,this paper extracted keyword frequencies from the text content,constructed a semantic network,and conducted text sentiment analysis,as well as establishing a corresponding coding table and conducting validity and reliability tests.Then,the study conducted a correlation test on the social network structure,the proportion of positive,neutral,and negative sentiment,self-initiated value co-creation,and the brand value of the logistics company.The results showed that the member relationships in this virtual community were mainly "weak ties",and there were significant differences in network size among different stages.The number of nodes and connections had a significant positive correlation with self-initiated value co-creation,brand satisfaction,and brand loyalty.Meanwhile,the average path length was negatively correlated with self-initiated value co-creation and brand satisfaction,but not significantly related to brand loyalty.In addition,network density was positively correlated with self-initiated value co-creation,but not significantly related to brand satisfaction or brand loyalty.The proportion of positive,neutral,and negative sentiment had a significant positive correlation with self-initiated value co-creation,brand satisfaction,and brand loyalty.Finally,based on the analysis of the research results,some corresponding suggestions were provided for logistics companies to enhance their brand value through virtual communities:(1)Strengthen service quality and brand image;(2)Increase the intensity of social media marketing;(3)Improve customer experience and satisfaction;(4)Strengthen data analysis and user research;(5)Enhance brand credibility and public trust.