The Impact Of Brand Anthropomorphism On Brand Identity In Virtual Brand Community

In the era of social media marketing,the construction of virtual brand community has become an important marketing tool for enterprises to develop customer relationship management and obtain brand equity.At the same time,more and more brand marketers are beginning to adopt the brand anthropomorphic marketing strategy in the virtual brand community operation.In the academic field,although scholars have reached a consensus on the important marketing value of brand anthropomorphism,there is no clear research that shows how brand anthropomorphism affects brand community identity and brand identity,and how its impact mechanism works.Based on the literature research and text analysis,this research explores the influence path of brand anthropomorphism on brand community identity and brand identity by constructing structural equation model and using PLS-SEM research method.At the same time,the concept of social presence in communication and social psychology explores the psychological mechanism of consumers in the virtual brand community,enriching and perfecting the relevant theories of brand anthropomorphic marketing effects.The research conclusions have certain practical guiding significance for enterprises to develop brand anthropomorphic marketing strategies,develop customer relationship management and enhance brand equity in the virtual brand community.The study found that the impression-based clues of brand anthropomorphism have no direct impact on brand community identity and brand identity,while social clues can directly affect brand community identity and brand identity.Through the analysis of the multiple mediating effects of social presence,it is found that as a shallow consumer perception,the sense of social presence cannot influence the consumer's brand identity and brand identity.Emotional social presence and understanding of social presence can encourage consumers to reduce loneliness,form a close social group,obtain emotional satisfaction,and achieve individual identity recognition,thus enhancing brand community identity and brand identity.Although the influence coefficient of the mediating effect is relatively small,it can still analyze the dynamic psychological process of consumers from the perspective of psychology,and help brand marketers to further understand the mechanism of action.