Research On The Relationship Between Content Marketing And Brand Loyalty For E-commerce In The Fresh Agricultural Community

Agriculture is a very key industry in China,but due to insufficient marketing of agricultural product companies and the characteristics of the products themselves,most domestic agricultural products,especially fresh agricultural product companies,have been in a disadvantaged position in the market and have low profits.The marketing of fresh agricultural product companies needs to be improved.With the upgrade of mobile internet technology,fresh agricultural product e-commerce companies gradually rely on social media platforms such as WeChat and Weibo to carry out community marketing in recent years.Community e-commerce has become an important marketing model for many fresh agricultural product companies.However,the development of practice is too rapid,and the development of theory has not been synchronized.So far,few empirical studies have focused on the e-commerce of fresh agricultural product communities.On the other hand,according to a 2014 research report,50% of the company's communication costs were used for content marketing by over 70% of North American companies.The popularity of the field of practice promotes the development of academia,However,in the past few years,research in the field of content marketing has remained at the early stages of theoretical development,such as interpretation of conceptual connotation and analysis of constituent elements.In particular,there is a lack of research on the effects and paths of content marketing communication,as well as a detailed and targeted analysis of typical industries.Based on the above reasons,this paper takes fresh agricultural product community e-commerce enterprises as the research object,conducts an empirical study on the impact of content marketing on brand loyalty in the context of fresh agricultural product community e-commerce.This article firstly reads and combs the literature on the fresh agricultural product,brand community,fresh agricultural product community e-commerce,brand loyalty and community loyalty,content marketing,community identity andcommunity trust,understands their basic views and research status,and constructs the model.The model uses content marketing dialogue,storytelling,and customer interaction and participation as independent variables,brand loyalty as the dependent variable,and community identity,community trust,and community loyalty as the intermediary variables.Then this paper designs experimental materials,conducts independent variable manipulative experiments,then designs questionnaires based on mature scales and actual research scenarios,and conducts datas on members of the fresh agricultural product community by distributing links and snowballing in multiple fresh agricultural product communities collect.The SPSS23.0 software was used to test the collected 303 valid datas,the results are as follows:(1)The positive impact of content marketing on community identification and community trust is significant.Three forms of content marketing have almost equal impacts;(2)Community identity and community trust have a significant positive impact on community loyalty and brand loyalty,and community loyalty has a significant positive impact on brand loyalty;(3)Community identity and community trust play a mediating role in the relationship between content marketing and community loyalty and brand loyalty,and community loyalty plays a part in the relationship between community identity and community trust and brand loyalty.Finally,the prospects and deficiencies of this research are proposed,mainly concluding that the research path of this paper can be further explored,fails to reflect the continuous role of content marketing,and the situation simulation materials are not perfect.This article takes fresh agricultural product community e-commerce enterprises as the research object,combines fresh agricultural product community e-commerce with content marketing,consumer loyalty,and explores the factors that affect consumer loyalty in content marketing and the relationship between various factors.This research is more targeted and more in-depth than most previous studies,and it fills the theoretical gap in the field of fresh agricultural products community e-commerce,providing a new perspective for exploring content marketing to brand loyalty-community path.On the other hand,the research conclusions drawn by thearticle have also opened up management ideas for fresh agricultural product companies and community managers to a certain extent,reminding them to adopt appropriate content marketing strategies in a timely manner,publish high-quality content,build brand communities and attach importance to Brand community management.