Research On The Influence Of Brand Communication And Brand Experience On Brand Loyalty In Virtual Communities

In recent years,with the development of information technology,virtual communities are gradually replacing traditional communities and becoming an influential topic in academia.More and more companies are using virtual communities as a new way of brand communication,through brand communication in virtual communities to enhance the brand experience,and thus brand loyalty.However,most of the previous researches are separated from the perspective of virtual community,brand communication,brand experience and brand loyalty.There is no specific method for how to improve brand loyalty in the virtual community.This article combines these several to study the influence of brand communication and brand experience on brand loyalty in the virtual community.Three representative virtual communities were selected,namely Apple Mobile Virtual Community Weifeng(APP and website),Xiaomi Mobile Virtual Community Xiaomi Community(APP and website)and Huawei Mobile Virtual Community Pollen Club(APP and website).From the perspective of community managers,the users in these three virtual communities are studied,and the methods of brand communication and brand experience in the virtual community on brand loyalty are studied.This article raises the following three questions through literature review: 1.How brand communication affects brand loyalty in the virtual community.2.How brand experience forms brand loyalty in the virtual community.3.How to form a brand experience through brand communication.To answer these three questions,this article mainly uses in-depth interviews and questionnaires.The first question is about how to influence brand loyalty through brand communication.The research shows that: 1.Publish product information to enhance brand loyalty;2.Publish hot topics to enhance brand loyalty;3 Brand identity enhances brand loyalty.The second question is about how to influence brand loyalty through brand experience.Research shows that: 1.Information experience enhances brand loyalty;2.Interactive experience enhances brand loyalty;3.Entertainment experience enhances brand loyalty.The third question is about how to influence the brand experience through brand communication.The study found that,in terms of improving the information experience,1.diversified information presentationmethods can improve the information experience;2.community administrators can regularly summarize the content of the sector to improve the information experience.In terms of enhancing the interactive experience,1.The topic of film and television stars in the community can enhance the interactive experience;2.Obtaining welfare in the community can enhance the interactive experience;3.Establishing an equal dialogue mechanism in the community can enhance the interactive experience.In terms of enhancing the entertainment experience,1.Role-playing games in the community can improve the entertainment experience;2.Self-voting to select the event location can improve the entertainment experience;3.Simplifying the participation process of the public testing activities in the community can improve the entertainment experience;4.Cross-border communication between the community and the fitness industry can enhance the entertainment experience.