Research On Huawei Brand Virtual Community From The Perspective Of Interactive Ceremony Chain ——Take The Pollen Club As An Example

In recent years,with the continuous rise of China's national enterprises,they have gradually occupied a place in the cutting-edge industries of science and technology,and the mobile Internet has also developed rapidly.As a basic platform connecting brands and fans,the brand virtual community has changed the way fans receive and disseminate brand information in a unique interactive way.Under this information background,many national enterprises have established their own fan communities to build a stable and user viscous relationship chain,so as to connect the scattered brand users into an interactive network and adhere to the brand virtual community.Therefore,this paper uses the interactive ritual chain theory to analyze and study the Huawei brand virtual community,In order to grasp the characteristics of the participants in the brand virtual community in value transmission and internalization into their own values,and what impact the interaction ceremony in Huawei brand virtual community has on the brand,it has certain sample significance and practical value for analyzing the interaction mechanism of other brand online communities.This paper takes the network virtual community of Huawei brand as the main research object and pollen club as the research example of network virtual community.Through in-depth interview,content analysis and other research methods,taking the interactive ritual chain theory founded by Randall Collins as the research framework,and looking for qualified respondents to conduct in-depth interviews,analyze the interactive activities and interactive behaviors of Huawei brand virtual community members,explore the constituent elements and generation mechanism of Huawei brand virtual community interactive ritual,and describe the generation process,And further explore how the participants of Huawei brand virtual community spread and strengthen the emotional energy of the virtual community in the operation of the interactive ceremony chain,as well as various behaviors arising therefrom.Through research and analysis,the author found that in the interactive ceremony of pollen club,the individual values of users participating in the discussion will indeed be affected through the interactive ceremony,and will also react on group norms and group values.On the other hand,in the pollen club,individuals interact with other users on the Internet,which is based on mutual trust.Many resources such as information and emotion provided to other individuals attract other individuals to participate in the interactive ceremony,so as to strengthen the transmission of emotional energy.At the same time,through the analysis of many elements of the "interactive market" provided by Huawei brand virtual community for users,the author believes that in the interactive market,the "cost" invested by individual participants,such as the content of daily interactive communication and their emotional expectations for interaction,is related to the "return" obtained,that is,the behavior of actually participating in the interactive ceremony,the comments of publishing messages and the frequency of forwarding,Both affect the user's judgment of the emotional energy available and the willingness to participate in the interactive ceremony again.