The Research Of Knowledge Sharing’s Impact On The Promotion Of The Virtual Brand Community

With the rapid development of Internet technology and the computer’s expansion,the internet become an indispensable part of more and more people?s work and life. As we all know,the internet is virtual, on the basis of the internet has produced various forms of community, is what we usually called virtual community, such as BBS, BBS, community, etc. The community with is consisted by the consumers who love and appreciate a particular brand via the Internet is called virtual brand community, it is a kind of virtual community as well. The members of virtual brand community have diverse backgrounds, with rich experience in product, their interact with each other and exchangce knowledge of products and brands and express emotion of product and brand in the community. so the virtual brand community has become a important way of informal word-of-mouth of brand and product information.As we all know, the more members the virtual brand community has, the more knowledge exchange between members and greater effects on brand and product promotion there will be. Therefore, it is of certain significance to explore ways of promoting the virtual brand community to potential members, as well as expanding the number of community members.This study focus on the influence of knowledge contribution and knowledge acquisition for the promotion of virtual brand community. By incorporating the social capital theory and social cognitive theory into virtual brand communities,the paper builds an influence model of knowledge sharing on the promotion of community from the perspective of social capital theory and social cognitive theory,.The result shows that social interaction not only affects the knowledge contribution, but also affects the knowledge acquisition.Trust, community identity, can not only affects the knowledge contribution, but also affects the knowledge acquisition.Reciprocal only affects the knowledge contribution.Shared vision only affects the knowledge contribution,and shared language only affects the knowledge c acquisition.Self-efficacyand outcome expectation affect the knowledge contribution and knowledge acquisition.And virtual brand community members‘ knowledge contribution and knowledge acquisition greatly facilitate the community promotion. This paper enrichs theotetial research,and provides meaningful reference for enterprises run their virtual brand communities at the same time.