Effect Of Brand Relationship Towardssocial Media On Consumer Behavioral Intention

With the high-speed development of the Internet,social media is becoming enterprise marketing's new favorite,because of its faster,lower cost,closer to customers,stability and polymerization of social network.It shares corporate culture and stories by means of customer participation,with the intention of customer-brand relationship,emphasizes customer experience,becomes the best tool to attract flow and attention.Nowadays scholars study the marketing performance of popular social media like Facebook and Twitter from a quantitative viewpoint.Based on the study of pioneers and the theory of perceived value and network interaction,the author discusses the influence mechanism of brand relationship to consumer behavior intention based on micro-blogging.Firstly,based on literature review of social media and brand relationship,from three levels: cognition,emotion and behavior,this paper holds that brand relationship has the following literary composition surfaces: brand partner quality,social value expression,satisfaction,trust and commitment.Secondly,based on research achievements of factors influencing brand relationship under traditional background,together with frontier theory from perspective of social media,and this paper ultimately identifies the major factors that affecting brand relationship are perceived value and network interactions.Finally,on the foundation of the theoretical research on consumer behavioral intention,this article constructed the theoretical framework of "perceived value and network interaction-brand relationship-behavior intention",and used the social survey method to verify it.This study obtained several conclusions as follows: firstly,the author verified that both network interaction and perceived value has a positive effect on the brand relationship.This paper tested that network interaction and perceived value significantly affect on three basic dimensions of brand relationship.Besides,this article also verified that brand partner quality and social value expression are remarkably influenced by both network interaction and perceived value.Secondly,the author examined that network interaction and perceived value has a positive effect on customer behavior intention.Among them,functional value,experience value,tool interaction and human interaction have direct positive influences on customer behavioral intention.Thirdly,this study concluded that brand relationship has a significant positive effect on customer behavioral intention.Among them,commitment,partner quality and satisfaction show greater impact on behavioralintention.However,social value expression and trust show weaker influence on it.Based on the above conclusions,this paper put forward some countermeasures and suggestions from two perspectives of customers and enterprises,in order to give full play for marketing benefits of social media and brand relationship.