Social Media Marketing And Consumer Trust

According to CNNIC,the total number of users on the global network has reached 4.2 billion,and the number of internet users in China has reached 854 million,and the internet penetration rate is 61.2%.The network has become the fourth most influential after the newspapers,radio and television.media.More and more people use social media such as Weibo,WeChat,QQ,and blogs to express their opinions on the Internet.In social media,merchants use these platforms to promote their sales.However,due to the characteristics of online media,there are many problems in the consistency of trust between consumers and merchants.Therefore,this thesis will focus on the relationship among online platform trust,consumer purchase intention and online recommendation,and explores the influence of online reputation of social media on consumer trust and the intermediary role of brand identity.According to the existing theoretical,this thesis selects the dimensions of variables and constructs the theoretical model of the study.In the model,online word-of-mouth is taken as the independent variable,consumer trust as the dependent variable,and brand identity as the intermediary variable.Among them,online word-of-mouth dimension includes the number and timeliness of word-of-mouth,and brand identity dimension includes brand awareness and brand loyalty.According to the summary of literature research,it is found that online word-of-mouth and brand identity have an impact on consumer trust.This thesis uses the way of network questionnaire to investigate.the main object of the survey is the fans of microblog,and then through literature,questionnaire and data analysis to analyze and study the questionnaire data.Through the empirical test,we get the following conclusions: online word-of-mouth has a positive relationship with brand identity;brand identity has a positive relationship with consumer trust;online word-of-mouth has a positive relationship with consumer trust;brand identity is the intermediary effect of the relationship between online word-of-mouth and consumer trust.