基于文献研究的虚拟品牌社群社会网络特征分析

发布时间：2018-10-18 14:53

【摘要】：在共享经济的大背景下,本文聚焦于当下消费者和企业共享品牌信息和产品知识,以及品牌培育和发展的重要平台——虚拟品牌社群。在对国外相关文献进行梳理和分析的基础上,本文首先归纳了虚拟品牌社群的概念以及特征,接着从虚拟品牌社群的本质——社会网络视角出发,对虚拟品牌社群的社会网络维度进行分析,从社会网络结构维度、关系维度和认知维度对社会网络的质量进行衡量,并通过文献的归纳结合虚拟品牌的特征形成具体的四个衡量变量:中心性、社会交互联结、信任及互惠原则、成员的自我概念一致性,构建了三维度四变量的社会网络分析模型,以期对虚拟品牌社群的社会网络质量进行衡量,为社群经营者构建良好社群网络提供参考。
[Abstract]:Under the background of sharing economy, this paper focuses on the sharing of brand information and product knowledge between consumers and enterprises, as well as the virtual brand community, which is an important platform for brand cultivation and development. On the basis of combing and analyzing the relevant foreign literature, this paper first summarizes the concept and characteristics of virtual brand community, then from the perspective of social network, the essence of virtual brand community. The social network dimension of virtual brand community is analyzed, and the quality of social network is measured from social network structure dimension, relationship dimension and cognitive dimension. And through the induction of literature combined with the characteristics of virtual brand to form a specific four variables: centrality, social interaction, trust and reciprocity principles, self-concept consistency of members. The social network analysis model with three dimensions and four variables is constructed in order to measure the social network quality of virtual brand community and to provide reference for community operators to build a good social network.
【作者单位】：内蒙古财经大学商务学院;
【基金】：2016年内蒙古自治区留学人员科技活动项目择优资助项目“社会网络视角下虚拟品牌社群价值共创路径研究” 内蒙古财经大学中蒙俄经贸合作与草原丝绸之路经济带构建研究协同创新中心资助项目
【分类号】：C912.3;F713.36

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