新媒体环境中品牌粉丝效应形成机理研究

随着新媒体技术的不断发展以及消费模式的变迁,电子商务呈现出新型业态,对品牌新媒体营销提出了新的挑战。消费者的品牌消费已经从传统的功能性需求转移到更多的价值需求,营销领域的“粉丝效应”应运而生。本文即研究新媒体环境中粉丝效应的形成机理。结合新媒体环境,文中描述了粉丝效应的概念及内涵,探讨了新媒体环境中新型电商的业态及价值产出模式的变革,提出了粉丝效应的实现过程并实证分析了粉丝效应的形成机理。文中提出粉丝效应实现的三种影响因素,包括品牌体验、品牌认同、品牌形象。研究结果表明,品牌体验对品牌认同有正向影响;品牌认同分为个人品牌认同及社会品牌认同,个人品牌认同对社会品牌认同有正向影响;品牌认同对品牌形象有正向影响;品牌认同和品牌形象均对品牌粉丝效应有正向影响。

Research on the Formation of Brand Fan Effect in New Media Environment

With the continuous development of new media technologies and the change of consumption patterns, e-commerce has given rise to new business forms, which bring new challenges to brand marketing. Consumers' brand consumption has shifted from traditional functional requirements to more value requirements, giving rise to ‘fan effect'. This paper studies the formation mechanism of fan effect in a new media environment. Combined with the new media environment, this paper describes the concept and connotation of ‘fan effect', we assume that ‘fan effect' is a causal phenomenon caused by the brand behavior of the fan group. With the emergence of new network platforms, the context of brand marketing has also changed, which shows higher interactivity, better content and social attributes.In this context, the realization process of brand fan effect includes four stages: traffic introduction, user precipitation, community construction and ‘fan effect'. The influencing factors in each stage in the new media environment include brand experience, brand identity, brand image and brand ‘fan effect'. In this paper, the publishers of Xiaohongshu APP notes are selected as the research population. A total of 349 questionnaires are distributed under the brand themes and 282 valid questionnaires are collected. With an empirical analysis using the explanatory structural equation, the results show that brand experience has a positive influence on brand identity; brand identity is divided into personal brand identity and social brand identity and personal brand identity has a positive impact on social brand identity; brand identity has positive influence on brand image; both brand identity and brand image have a positive effect on ‘fan effect'. Therefore, in the process of brand marketing, brand fan effect should be fully developed and utilized, which requires brands to pay more attention to consumer brand experience and cultivate consumers' brand identity.