Research On The Influence Of Brand Anthropomorphism On User Stickiness

In the increasingly competitive market,brand anthropomorphism has become an important brand marketing strategy,generating resonance and social needs among consumers,which can help brands achieve better marketing results.Brand resonance is the symbol of the ultimate relationship between customers and the brand.When the resonance between a brand and its customers is high,it is more likely to impress consumers.Brand resonance is an important measure of a brand by consumers and plays a crucial role in marketing.However,the process of consumers developing brand anthropomorphism tendencies and the impact of personification on brand resonance and user stickiness have received limited attention in consumer research literature.Given the nature of current market competition and the prevalence of moral consumerism,integrating brand social responsibility perception into brand and marketing strategies is of great significance.This study is based on the perspective of user perception and constructs a model of the impact of brand anthropomorphism on user stickiness.It explores the mechanism of the effect of impression and interaction cues of brand anthropomorphism on user stickiness in personification marketing scenarios,focusing on the psychological process of customers,introducing consumer brand responsibility perception as its regulation,and studying its psychological mechanism: the mediating role of brand resonance.This study conducted pre survey and formal survey through questionnaire survey method.Carry out reliability and validity analysis,Main effect analysis,mesomeric effect analysis and regulatory effect analysis on data samples.Using SPSS25.0 and AMOS24.0 software to validate the research model hypothesis,the study found that both brand anthropomorphism impression cues and interactive cues have a positive impact on user stickiness;The four dimensions of brand resonance play a partial mediating role between brand anthropomorphism and user stickiness;The perception of brand social responsibility plays a positive moderating role between impression based cues and behavioral loyalty and attitude attachment;The perception of brand social responsibility plays a positive moderating role between interactive cues and the four dimensions of brand resonance;However,brand social responsibility perception does not have a positive moderating effect between impression based cues and active intervention,as well as a sense of community belonging.This article deepens the connotation of brand social responsibility theory and expands the boundary conditions of the impact of brand anthropomorphism on user stickiness.Finally,this article provides theoretical guidance for enterprises to formulate and promote brand strategies from three aspects: stakeholders,brand social responsibility perception,and the establishment of brand anthropomorphism image.