Abstract
The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the online virtual brand community. Mi Community is taken as an example in this study. The theories of the virtual brand community, interactivity in the community and consumer behavior are introduced, and a theoretical model that reflects the impact of interactivity in virtual brand communities on consumer behavior is built to illustrate the process of interactivity in communities promoting consumer behavior.
Highlights
According to the 45th report released by the China Internet Network Information Center in 2020, by March 2020, the number of Internet users in China has reached 904 million, and the Internet availability rate has reached 64.5%; the number of mobile Internet users has reached 897 million, and 99.3% of Internet users surf the Internet using mobile phones, much higher than the proportion of Internet access using TVs, desktop computers, notebooks and tablets
The user-centric network platform, especially WeChat, Weibo, etc., focuses on the interaction, sharing, and communication between users, which fits with the trend of sharing, fission, and communication of goods in social commerce, realizing the perfect combination of shopping and social contact, and resulting in the explosive growth of social commerce
Many traditional brand communities began to integrate with virtual network platforms, formed a large number of virtual brand communities
Summary
According to the 45th report released by the China Internet Network Information Center in 2020, by March 2020, the number of Internet users in China has reached 904 million, and the Internet availability rate has reached 64.5%; the number of mobile Internet users has reached 897 million, and 99.3% of Internet users surf the Internet using mobile phones, much higher than the proportion of Internet access using TVs, desktop computers, notebooks and tablets. China has had 710 million online shopping users up to now, accounting for 78.6% of the total number of Internet users. The number of people shopping online using mobile phones has reached 707 million, accounting for 78.9% of the mobile Internet users [1]. The popularity of mobile Internet and mobile shopping has provided a technical foundation for the emergence of Internet-based social commerce. Many traditional brand communities began to integrate with virtual network platforms, formed a large number of virtual brand communities. Compared with traditional e-commerce, the social commerce based on virtual brand communities is developing into an effective marketing medium for maintaining the relationship between enterprises and consumers. The study of customer behavior in virtual communities can provide theoretical guidance for network marketing of enterprises, and reduce the cost of acquiring customers, and help enterprises formulate targeted marketing strategies
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
