Research On The Influence Of Social Media Interaction On Brand Relationship Quality

The interconnectivity of social media not only changes the way people communicate,but also the way brands communicate with consumers,whose travel decisions increasingly rely on social recommendation and Electronic word-of-mouth.How to use social media to build brand and interact with customers has become a realistic issue for Chinese tourism and many tourist attractions.This study takes tourist attraction brand as the research object and comprehensively USES qualitative and quantitative research methods to explore the impact of social media interaction on brand relationship quality.In carding interaction theory,brand relationship theory and related research,on the basis of the independent variables is divided into social media interaction information interaction,interpersonal interaction and human-computer interaction three dimensions,the dependent variable brand relationship quality is divided into brand satisfaction,brand trust and brand recommended three dimensions,the combination of semi-structured interview study found that to build the social media interaction on the quality of the brand relationship model,put forward the research hypothesis.Questionnaire survey was used to collect sample data,and statistical analysis software was used to conduct descriptive statistical analysis,reliability and validity analysis and structural equation model analysis on 279 valid samples successively.Finally,the influence model of social media interaction on brand relationship quality was obtained,and relevant assumptions were verified.The research proves that information interaction has a significant positive impact on brand relationship quality,which is manifested in the positive impact of information interaction on brand satisfaction,brand trust and brand recommendation.Interpersonal interaction on brand relationship quality has significant positive influence,the concrete embodiment of the brand satisfaction and brand trust was influenced by interpersonal interaction,with no significant influence on brand recommended,that is to say,consumers won't because consumers or between consumers and the degree of the tourist attractions of interpersonal interaction,and actively recommend intention;Human-computer interaction has a significant positive impact on brand relationship quality,which is embodied in the positive impact of human-computer interaction on brand satisfaction and brand recommendation,while no significant impact on brand trust,indicating that the degree of human-computer interaction will not enhance or weaken consumers' sense of trust in tourist attractions.