Research On The Influence Of UGC On Brand Attitude In Weibo Brand Community

In the traditional thinking,enterprises are the main body to release content to consumers.However,in the context of the rapid development of social media today,consumers are no longer only the passive party to receive information,but become more active in publishing and spreading the content they want to express.With the comprehensive development of Internet technology,the ways of information transmission become more and more diverse.Sina weibo,which has a large number of Internet users,gives consumers a broad platform to express their ideas and forms a brand community.In this context,the enterprise establishes the official microblog account of the enterprise brand through the microblog to attract the majority of netizens to conduct more communication and interaction in the microblog,and hopes to gain the fans who support the brand from the microblog,and lay the foundation for forming a good brand attitude in the hearts of consumers in the future.At present,many well-known enterprises at home and abroad have established official microblog accounts to communicate with the public.They hope to use the content shared by external participants to find out the future development direction.However,the problem of UGC(user-generated content)on Weibo is also becoming apparent.User-generated content has both good and bad effects on enterprises.Positive information dissemination is conducive to enterprises and consumers to continue to carry out positive marketing activities,while negative information dissemination will cause varying degrees of damage to their brand attitudes.How to deal with the double-edged sword of user-generated content,and how to properly face consumers and maintain the brand attitude on the official microblog account of the enterprise brand,these are not small problems.Therefore,in this paper,the weibo user generated content under the brand community how to influence the brand attitude was studied,hoping to use institute concluded that promote the enterprise's own perfect marketing behavior,help enterprise brand community prosperity,consumers benefited from weibo for the enterprise brand community good brand attitude.Firstly,this paper reviews the relevant theoretical basis and research results of user-generated content,brand attitude and its influencing factors,stability analysis.Then,according to the positive and negative nature of UGC,this paper constructs different dynamical system models to study the changes of users' brand attitudes under the influence of UGC communication.Then,the dynamic evolution process and stable state of the UGC forwarding volume and the number of official and micro fans were simulated and analyzed with Matlab software to verify the situation in the negative UGC model.Since enterprises themselves bear the important responsibility of operating brand image and maintaining brand attitude,this paper takes enterprises as participants to construct a model of the impact of MGC on negative UGC propagation,and studies the utility of MGC on negative UGC.Finally,combined with the research results of the model,this paper provides countermeasures and suggestions for enterprises to deal with the MGC issued in these negative situations and maintain their brand attitude.The results show that the spread of positive UGC promotes the continuous growth of the number of official and micro fans,which is not an explosive growth,but a stable growth with positive influence.However,the impact of negative UGC is more complex,so enterprises need to be vigilant,monitor and guard in advance,and take effective measures.In different situations,MGC can be divided into invalid mode and effective mode.Enterprises need to take preventive measures and make up for different modes.It is better to encourage opinion leaders to participate in this process and enhance brand trust.