Research On The Influence Of Brand-brand Interaction On Customer Brand Engagement Behavior From The Perspective Of Social Media

In recent years,more and more brands interact online with other brands in order to attract consumers’ attention,get them interested and perform beneficial act for brands in a large amount of fragmentation information.it is found that such interaction can promote brand evaluation and consumer’ forwarding intention.However,there are limited studies that categorize the interaction content into several types and discuss the effects of various interactive content on customer brand engagement behavior on both sides of the interaction.In this context,it is of great significance to explore the impact of brand-brand interaction on both sides of the interactive brand.Based on previous research results,this thesis constructs a moderated mediation model of the influence of brand-brand interaction on customer brand engagement behavior under the guidance of the information-gap theory.Moreover,it investigates the influence of mutual flattery and mutual quip on customer brand engagement behavior of both sides of the interactive brand,as well as the mediating effect of curiosity and the moderating effect of brand relationship types.The data are collected by experiment,and relevant hypotheses are tested by ANOVA and Bootstrapping analysis.There are main research conclusions as follows:Whether in a cooperative or competitive relationship,using mutual flattery or quip can have a positive impact on the customer brand engagement behavior of both parties in the interaction;Moreover,curiosity mediates the influence of mutual flattery and quip on customer brand engagement behavior across both interactive brands;For brands in cooperative relationships,mutual quip has a greater impact on curiosity compared to mutual flattery;For brands with competitive relationships,there is no significant difference in the impact of mutual flattery and mutual quip on curiosity.Accordingly,it is proposed that enterprises should pay attention to use this new way of communication for brand-to-brand interaction on social media and skillfully use mutual quip to stimulate curiosity of customers in order to promote customer brand engagement behavior for both parties in the interaction.Enterprises should interact not only with cooperating brands,but also interact appropriately with competitive brands with open mindedness to enhance the effectiveness of brand marketing communication.