Research On The Influence Of Consumers' Network Interaction On Brand Equity

With the rapid development of the Internet,especially the rapid popularization of smart phones,China has entered the era of mobile Internet,network interaction is becoming more normal and generalized,the basic social network to achieve the full coverage of socialization.Consumers in the social network not only as the content of the consumer,but also as a share,participate in the social network of information dissemination,dissemination and contribution.Therefore,the brand's good reputation and the experience of each consumer will share the quality of the brand communication source,the Internet for people's online communication,experience sharing to provide a more timely and efficient platform,consumer network interaction will be more and more Closely and frequently affect the consumer's perception of the brand,resulting in unprecedented influence.Firstly,the background,purpose and significance of the research are briefly introduced,and the concepts and theories of network interaction and brand equity are briefly introduced.Secondly,on the basis of previous studies,the conceptual model of the influence of consumer interaction on brand equity is constructed,including four dimensions of network interaction.Thirdly,it puts forward the hypothesis that the interaction between consumers has a significant positive impact on brand equity.Fourthly,the scale and questionnaire of this paper were designed,and the structural equation model was used to analyze the data.The results show that consumer interaction between consumers has a significant positive impact on brand equity,and positive network interaction contributes to the appreciation of brand assets.Finally,according to the conclusion of the study,the author puts forward some suggestions on how to promote brand management,such as brand management,and the promotion of brand equity from media brand communication under the background of consumer network interaction.