Research On The Role Of Self-media Brand Social Networking On Brand Influenc

In the era of big data and digital economy,we media is subverting the traditional media industry and changing the traditional marketing methods.We media,with its characteristics and advantages of fast transmission speed,wide range and new technology,has rapidly entered the field of brand marketing and constantly created brand marketing miracles.In China,the development of media is mainly divided into4 stages: In 2009 Sina micro-blog was launched,which triggered the media trend;In2012,the official account of We Chat was launched,and the media began to develop towards mobile terminals;from 2012 to 2014,portal websites,videos,e-commerce platforms and other media have stepped into the field of self media,and the platform has gradually entered into diversified development.It has become a new hot spot of we media content entrepreneurship.With the coming of 5g era,it can be predicted that we media will burst out greater development potential in the field of brand social communication and marketing promotion,reflecting stronger brand value.Based on the consumer perspective,this paper takes We Chat official account as an example to study the role of brand media and brand influence.Based on the research results at home and abroad,this paper applies the concept of public domain and private domain in the field of media brand marketing to the idea of multi-channel communication in media,and points out that the official account of We Chat is based on brand personality and personal brand.Consumers’ trust in the brand can improve the communication power,loyalty and profitability of the brand in social media,so as to enhance the influence of the brand.Therefore,based on the Use and Gratifications theory,this study reveals and analyzes the influence mechanism of brand social interaction on brand influence.This paper applies the normative method of "theoretical research-model building empirical research",mainly discussing five core issues: the brand characteristics and social characteristics of We Chat official account,the value dimension of brand interaction,the influence dimension of brand influence,the influence dimension of brand We Chat’s official account,the mechanism of brand social interaction on brand influence,and brand social interaction brand as well as the verification of the model.In view of the above research focus,this paper uses the methods of literature research,grounded analysis,questionnaire survey and empirical test.There are three parts in this paper.The first part is the theoretical basis and literature review.The literature review part starts with the initial concept,then analyzes the research results of scholars,and finds the logical support of this paper from the literature.Literature review is divided into two levels.The first level is about the description of concepts and definitions.Firstly,the official account is defined and described.The brand name is matched with the We Chat public number.The official account of We Chat public has its own unique name,its own identification mark,its own professional operation category,and the article is also strong identifiability.The content,style and audience of the article are relatively unified.It is unique,and in order to avoid homogenization,it will make itself unique.It has the characteristics of brand.Secondly,through the definition and characteristics of social interaction,we find that the contacts of We Chat official account are carried out in the form of point praise,commentary,reward and forwarding,etc.,so as to fully meet the characteristics of equality,freedom and sharing between the two parties,and conform to the basic attributes of social interaction.At last,it summarizes the related theories and researches of brand,including brand influence,brand trust and brand loyalty.This part strongly supports the research framework and provides a theoretical basis.The second level is to sort out the theory and literature related to we media,including the research status of we media,content marketing and communication channels,and to compare and analyze the research direction and content of other mainstream we media.Through literature review,this paper finds out the gap of we media brand social aspect and brand influence,clarifies the logic of this paper,and summarizes the literature.The second part is to build the model and put forward the research hypothesis.In this part of research,first of all,based on the grounded theory of brand social and its influence research.Encoding official account,encoding and selective encoding of 4million words,21 interviews with 4 salesmen,We Chat public operator,We Chat official account and consumers were conducted.After the collection and processing of voice and text materials,4 initial concepts and 25 initial categories were finally condensed.Combined with the research theme of this paper,the main categories are determined,and finally five main categories are formed,including content social networking,channel social networking,personification social networking,brand influence and brand trust,and 11 sub categories,including content quality,content experience,content interaction,public social networking,private social networking,personality social networking,community social networking,brand communication power,brand loyalty and brand profitability Profit ability and brand trust.Secondly,on the basis of literature research and grounded theoretical research,the model of "brand social interaction brand trust brand influence" is constructed.In the model,content social interaction,channel social interaction and personification social interaction are taken as independent variables,brand communication power,brand loyalty and brand profitability are taken as dependent variables,and brand trust is taken as intermediary variable,gender and age were used as moderators.The influence of content social interaction,channel social interaction and personification social interaction on three dimensions of brand influence through brand trust is better discussed,and some suggestions are put forward Thirty three hypotheses were put forward.Then,the paper discusses the research methods,designs the questionnaire,selects variables and observes variables.According to the research model of this paper,the structural equation model analysis method and SPSS and AMOS analysis tool are selected.The third part is model checking.In the validation of the model,305 questionnaires were collected through the questionnaire Star software,and 277 valid questionnaires were obtained.The content quality,content experience,content interaction,public social interaction,private social interaction,personality social interaction,community social interaction,brand trust,brand communication,brand loyalty and brand profitability were taken as 11 factors,SPSS was used to test the reliability,validity and confirmatory factor analysis of these factors.The results showed that 11 factors showed good reliability and validity,and all factors were above the standard value in confirmatory factor analysis.This stage will verify the model of "brand social-brand trust-brand influence" constructed in the previous chapter.Because there is more than one dependent variable,in order to better verify the relationship between variables,this paper uses structural equation model and Amos software to test,24 of the research hypotheses pass the test,and 5 of the research hypotheses partially pass the test.The results show that the three dimensions of brand social interaction,content social interaction,channel social interaction and personification social interaction,affect the three dimensions of brand influence in varying degrees,namely brand communication power,brand loyalty and brand profitability.Brand trust plays an important role in it,and the mediating role is obvious.All mediating paths are verified.In the test of moderating effect,gender will have moderating effect when content social interaction affects brand loyalty.When channel social interaction influences brand communication power,age will have a moderating effect.In other cases,gender and age did not play a moderating role in the influence of independent variables on dependent variables.This paper studies the effect of brand social interaction of we media on brand influence,initially constructs the dimension of brand social interaction,widens the theoretical boundary of cross research of brand and social interaction,and lays a good foundation for the follow-up research of brand social interaction.The brand influence dimension of we media constructed in this paper verifies that we media’s brand communication power,brand loyalty and brand profitability can be affected by the three dimensions of we media’s own brand social interaction to a certain extent.The three dimensions of brand social interaction and brand influence have good research value,which has certain reference significance for the definition of relevant dimensions in the study of we media and for the follow-up study of social behavior of we media.This paper finds that brand trust plays an important mediating role in it,indicating that trust in we media network environment is equally important for both enterprises and consumers.In the content of social networking,it is necessary to create targeted gender,gender will have a different effect on brand loyalty;and in the channel communication,we can pay attention to the age of the audience,targeted communication.The research results of this paper also have a certain social value for government departments to improve credibility,to speed up the construction of credit system,and to use the public domain communication to improve the influence of the government.In addition,it has certain constructive significance for the self media industry to create "head effect" and to break through the brand social channel of self media.Finally,the study of brand social networking of self media can help to improve the brand social performance of self media entrepreneurs and social e-commerce,help the self media to expand social flow,expand its influence and realize the profit of self media brand.