| The distinctive characteristics of Social media are active interaction and a wide spread network of relationships. These bring unprecedented opportunities for the brand. Brand can connect consumers in a more humane way to be more equitable, broader and intimate relationship. To achieve this ideal condition, the brand on social media should break the traditional brand marketing practice which establish a trading relations with consumers, turn to make emotional connection with them based on social media, accelerate consumers’ brand trust and loyalty in order to achieve persistent high quality brand relationship.Based on the background of social media, combined with the popularity of Internet applications, the rapid development of mobile Internet and the basic pattern of social media, we study the subject through mainly from the following aspects:(1) combined with our analysis of Internet applications, social media development research the interaction between the consumer and the brand impact and significance in the new case, the definition of related concepts, and to sort out the existing research literature and analysis;(2) Social Media for fundamental changes in the business model. Analysis of changes in social media on consumer behavior patterns caused to illustrate the target group enterprises face has changed, and then analyze enormous impact of social media on the corporate style of thinking and the entire business environment;(3) combined with the first official statistics the situation of domestic and foreign enterprises to use social media business practices have a clear understanding; secondly investigated consumer use of social media for commercial activity habits; and finally compare the two aspects of the initial get companies use social media for brand(5) based on social media interaction between consumers and brands to build a conceptual model; construction and consumer dislocation between actual experience. Use of brand relationship theory of customer participation, customer perception and brand relationship quality psychological factors presented in this article attempts to follow the classical concept conceptual model building ideas;(6), including questionnaire design, the results of research to prepare analytical methods and other aspects.(7) Construction of interactive relations agencies equation model correlation analysis and calculation results based on social media consumers and brands. In this paper, the establishment of research assumptions, the operational definition of the relevant variables and measurement, and finally get structural equation modeling. Then use SPSS22.0 and AMOS22.0 software and models for empirical analysis of samples by confirmatory factor analysis.(8) for the results of empirical analysis, combined with the brand and consumer success stories presented Construction of Social Media in the Context of good interactive relationship advice and countermeasures.This paper seeks to analyze large amounts of data and scientific means, based on the elaborate effective way brands and consumers interact with social media. In basic statistical analysis using SPSS, based on the selection of AMOS conduct SEM(structural equation modeling), confirmatory factor analysis,the model affect the relationship between the relevant variables, and based on empirical analysis of results, the consumer and the Interactive path brand recommendations. |
