The Impact Of Brand Page Interaction On Customer Engagement In Social Media

Social media has become a ubiquitous communication tool,and users are happy to share and obtain information of interest through social media platforms.Due to the characteristics of high interaction,social media has become an indispensable platform for enterprises to establish relationships with customers.Marketers are paying more and more attention to the use of social media,but a large number of enterprises have failed to achieve expected results in the process of using social media to maintain customer relationships.How to take effective measures to promote the establishment of long-term intimate relationship between enterprises and customers,forming customer fit,is the key issue of enterprise social media brand page operation.Based on this,it is of great significance to explore the formation mechanism of customer fit in social media brand pages.This study based on the customer perspective,through the literature review,choose weibo,a representative of social media as the carrier,combining the theory of psychological ownership and social identity theory,empirical analysis inspection interactive social media brand page for customers to fit mechanism,the influence of corporate social media brand operation management page will provide a reasonable strategy.To ensure that science is rigorous,the results of the measurement of each variable scale are borrowed from the domestic and foreign scholars maturity scale of development,combined with expert advice on questionnaire design,to the enterprise operation official weibo page brand followers to issue a formal questionnaire,recycling questionnaire and screened 303 valid questionnaires,sorting data and by using statistical analysis software,The theoretical model and hypotheses are analyzed empirically.The empirical results show that: first,the two dimensions of brand page interaction in social media,such as social interaction and customer interaction,have a significant positive effect on the three dimensions of customer fit: cognition,emotion and behavior;Secondly,psychological ownership plays a significant mediating role in the influence of brand page interaction on customer fit;Third,interactive support plays a significant positive moderating role in the influence of brand page interaction on psychological ownership.Through literature review,this thesis divides social media brand page interaction into two dimensions: parasocial interaction and customer-to-customer interaction.Based on psychological ownership theory and social identity theory,psychological ownership is introduced as a mediating variable,and the socialization strategy of interactive support is taken as a moderating variable.This thesis empirically examines the mediating mechanism and boundary conditions of the impact of brand page interaction on customer fit.Theoretically,it Improves social media branding page interaction type considerations,and enriches the relevant researches on the mechanism of social media brand page interaction and customer fit.In practice,this thesis provides strategies for marketers to manage corporate social media brand pages reasonably and promote customer fit in corporate social media brand pages.