The rapid development of social media has changed the way of communication between enterprises and consumers,and has realized the innovation of business mode.As a product of social media development,virtual brand community has become an important platform for interaction between enterprises and customers,and also a main place to achieve customer satisfaction.From the perspective of social network theory,this paper studies the relationship between community identity,customer engagement and brand loyalty in the virtual brand community.The results show that social interaction,centrality,trust and reciprocity and self concept consistency have positive impact on community identity in social networks,and community identity is positively affecting customer engagement,and customer engagement actively promotes customer brand loyalty,and customer engagement has played a role of complete intermediation in the impact of community identity on brand loyalty.This paper provides a reference for the construction and management of the virtual brand community and the participation of customers in the virtual brand community.
Yin Shaoming
,
Yang Ning
,
Wang Xin
. On Relationship of Community Identity,Customer Engagementand Brand Loyalty in the Virtual Brand Community——Based on the Perspective of Social Network Theory[J]. Finance & Economics of Xinjiang, 2018
, 0(4)
: 30
-39
.
DOI: 10.16716/j.cnki.65-1030/f.2018.04.004
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