Research On The Influence Of Internet Opinion Leaders On Consumers' Brand Identity Under Social Media

In recent years,with the deepening development of Internet technology,social media has gradually become a platform that is convenient,credible,and can communicate with each other for consumers.There is a group of influential online opinion leaders on this platform.They can rely on social media to connect themselves with the brand,which in turn affects the consumer's brand identity.Many companies have begun to use the influence of online opinion leaders to broaden the channels of brand information transmission from traditional media to social media.However,how to use network opinion leaders under social media to more effectively influence consumers' brand identity has become an urgent problem to be solved.Therefore,in this paper,under social media,using perceived value as an intermediary variable,we explore the influence of online opinion leaders on consumer brand identity.Provide theoretical and practical references for enterprises to effectively carry out social media marketing.Based on the stimulus response model,AISAS model,fine processing possibility model and information source credibility theory,this paper systematically sorts out related research and uses perceived value as an intermediary variable to construct a theory of the influence of online opinion leaders on consumer brand identity model.Among them,the characteristics of online opinion leaders are used as independent variables,perceived value is used as an intermediary variable,and consumer brand identity is used as a dependent variable.The internal mechanism between the three is analyzed,and hypotheses are proposed.Conduct empirical research,test and analysis through questionnaire data,and then use regression analysis to prove hypotheses.Through empirical analysis,it is found that online opinion leaders have a positive impact on consumer brand identity,and perceived value plays an intermediary role between the two.On the basis of the above analysis,specific countermeasures for companies to use online opinion leaders to influence consumer brand identity under social media are proposed.