Research On The Influence Of Social Media Content Marketing On Brand Loyalty Of Customer Participation

With more than 4.26 billion people using social media in 2022,people increasingly rely on social media for their daily lives and entertainment.Brand marketing activities based on traditional media have been unable to meet the increasing material and spiritual needs of consumers.Content marketing is becoming more and more important in brand marketing activities,and the carrier of brand content marketing has expanded from traditional media to social media.A large number of social media platforms have become communication carriers for brands to carry out content marketing.Wechat,Douyin,Kuaishou,Sina Weibo,Bilibili and Xiao Hongshu are important social media in China.In an effort to reach consumers more directly in the age of social media,companies and brands have created official accounts on major social media sites and assigned people to manage them.Content marketing is a kind of marketing strategy that can directly convey brand concept to consumers.It has become a hot topic of scholars and entrepreneurs.In the research of content marketing,domestic and foreign scholars mainly discuss its influence on consumers’ purchase intention and the overall strategy of content marketing,and less study the influence of content marketing on brand loyalty based on product types.According to the scholars’ previous research on content marketing,this paper divides it into informational content,entertainment content and emotional content.In addition,the influence of content marketing on brand loyalty is studied by taking customer participation as the mediating variable and product type as the moderating variable.Based on the black box theory of consumers and the three-stage model of content marketing,the research model of content marketing-customer participation-brand loyalty is constructed and the hypothesis is put forward.In this study,questionnaire star was used to collect research data,SPSS software and AMOS software were used for empirical analysis,and multi-group analysis was used to test the moderating effect of product types.The results show that informative content,entertainment content and emotional content have significant positive effects on brand loyalty.The three dimensions of customer participation have significant positive influence on brand loyalty;In the research hypothesis of the influence of content marketing on customer participation,only emotional content has no significant influence on customer participation behavior,and the other hypotheses are valid.Customer participation plays a mediating role in the influence of content marketing on brand loyalty.Customer brand knowledge plays a full mediating role in the relationship between informational content and brand loyalty,while the rest plays a partial mediating role.The results of multi-group analysis show that product type plays a significant moderating role in the influence of content marketing on customer participation,and the influence of different dimensions of content marketing on customer participation varies significantly due to product type.Based on the research results of this paper,the author proposes the following countermeasures and suggestions for enterprises and brands to carry out content marketing for different product types in the future so as to improve brand loyalty:first,widely absorb the content creators of "we media" and expand the dissemination scope of brand content marketing;Secondly,carry out content marketing based on festivals and hot topics to improve the enthusiasm and depth of customer participation;Third,make clear the characteristics of products and target groups,and carry out precise content marketing on social media.