Research On The Formation Of Brand Community In UGC Community With The Perspective Of Symbol Communication

The development of technology has led to the transformation of the whole society.Mobile Internet and big data technology also make brand communication like a rebirth.In the current brand communication environment,the audience is no longer clear and stable,they are distributed in various platforms and channels,they become more diverse and complex.Everyone is the producer and disseminator of information.People who have the same love for the same brand gather in groups in the virtual community of the network to form a brand community.UGC community is a virtual cyberspace for users who actively produce content.It is necessary to explore the formation of brand community here.Starting from the definition,characteristics and types of UGC community,this paper deeply understands the development process of UGC community,and finds that at present,UGC is mainly divided into shopping sharing,question answering and video sharing.The initiative and sharing of users in UGC community are the most prominent characteristics of UGC community.Connecting UGC community and brand community,UGC community is not only the virtual network activity space of brand community,but also the common behavior and existence of UGC community and brand community.Starting from the symbol composition of UGC community,this paper explores the respective performance of indicator,iconicity and convention symbols in UGC community and their role in the construction of brand community.It is found that the indicator,iconicity and convention symbols used by brand community are the tools for the formation of brand community.They divide the boundary between members and non members of brand community and act as the community The carrier of group interpersonal communication carries the unique community culture.From the perspective of users,this paper analyzes the types of symbol communication activities of UGC community brand community,summarizes the characteristics of autonomy,diversity and imitation of symbol communication activities of brand community in UGC community,explores the participation motivation behind the communication activities,and finds that the participation motivation behind the symbol communication activities of brand community is the driving force for the formation of brand community.After analyzing the construction of brand community by symbolic communication activities,it is found that the corresponding communication activities affect theformation of UGC community brand community from two aspects: establishing brand community relationship network and shaping brand community awareness.Finally,this paper analyzes the continuity of UGC community symbols,and explores the influence of symbol continuity on the upgrading,expansion,inheritance and development of brand culture and value culture creation from four aspects:continuous upgrading,continuous reuse,continuous reproduction and continuous production of meaning.