Empirical Research On The Influencing Factors Of Brand Community 's Value Based On Strong And Weak Ties To Brand Loyalty

Brand loyalty has always been a hot topic in academia and practice.However,it is increasingly difficult to retain loyal customers in today's competitors.Brand communities provide managers with effective way.The emergence and development of the Internet,especially the popularity of mobile Internet,so that the community can really break through the constraints of time and space to achieve the free convergence of people,With the advantages of low cost,high efficiency so that the breadth and depth of community interaction has been greatly improved,consumers can easily quickly find their own brand community attached based on a brand of love and personal needs.There is a highly active strong relationship in the community,and there is a wide range of weak relationships,and the difference of the intensity of the relationship will have different effects on the perceived value of the members of the community,and then the role of brand loyalty.In this context,this paper studies the mechanism of community value on brand loyalty Based on Strong and Weak Ties.The main contents of this study are divided into three parts: First of all,this paper uses the literature research method to construct the theoretical model and put forward the research hypothesis.Review the theory of strong and weak ties theory,brand community,brand community value and brand loyalty related research,the community value is divided into information value,financial value,experience value and social value of the four dimensions based on the value of the nature and value of the direction.At the same time,from the essence of the social network of the brand community,the relationship of the social network theory is applied to the research of the brand community,and the theoretical model of the influence of brand community value on brand loyalty is constructed.And then the relevant hypothesis is put forward.Secondly,the research method is used to analyze the hypothesis.The main investigators were millet community,using SPSS21.0 statistical analysis software to collect the sample data for reliability and validity test,correlation analysis,cluster analysis and regression analysis.The results of empirical analysis are as follows: the value of information,financial value,experience value and social value have asignificant positive impact on brand loyalty and community awareness.Community awareness has a significant positive impact on brand loyalty.Community awareness plays a central role in the impact of information value and financial value on brand loyalty.Strong relationship plays a role in regulating the impact of brand loyalty on the four values of community value,while the weak relationship plays a regulatory role only in the value of information,experience value and social value on brand loyalty.Finally,this study presents three feasibility proposals for business and community operators: building brand communities to improve corporate strategy,segmenting community members to achieve accurate service and focus on strengths and weaknesses to achieve community marketing,At the same time,this paper also puts forward the research limitations and future research directions.This study mainly explores the influence of community value on brand loyalty from the perspective of the relationship between the strengths and weaknesses of social network theory,and the community value is refined into the intrinsic material type of information value,external material type of financial value,inner spirit type of experience value and external spiritual type of social value,which have enrich the previous brand loyalty theory research.