Research On The Influence Of Social Media Interaction On Consumer Brand Loyalty

With the rapid development of the Internet, it gave birth to the social media marketing platform, which not only changed the way of communication, but also had a huge impact on marketing activities. At the same time, the study of consumer behavior in the social media in the academic field has gradually become the focus of the study. Therefore, the study of social media interaction characteristics of brand experience and consumer brand loyalty has a very big impact on the theoretical value and practical significance.In this paper, the comprehensive analysis of social media interaction, brand e xperience and consumer brand loyalty, and explore the impact of social media int eraction on consumer consumer brand loyalty. To the community of interactive me dia characteristics as independent variables, with the brand experience as intermedi ary variables, the brand experience as the dependent variable, the consumer social media interactive feature points for forwarding and share, private letter exchange and commented on in three dimensions, the establishment of the social interactiv e media to brand experience and consumer brand loyalty research framework, con struct the research model, and puts forward theoretical hypothesis. Through empiri cal research methods, the social media interaction through the brand experience to form consumer brand loyalty. Using SPSS22.0 statistical analysis software for reli ability, validity, correlation analysis and regression analysis, the following conclusi ons:(1) there is a positive correlation between social media interaction and consu mer brand loyalty;(2) social media interaction and brand experience are positively related;(3) there is a positive correlation between brand experience and consume r brand loyalty.(4) the brand experience has a positive correlation between brand experience and consumer brand loyalty. Finally, based on the conclusions of emp irical research, it is suggested that enterprises should actively guide consumers’ int eraction in the use of social media, so as to improve consumer brand experience and consumer brand loyalty.