Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)

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Research on Virtual Brand Community from the Perspective of Relationship

Take Magic Awakening Mobile Game as an Example

Authors
Yuxin Du1, Xiaodi Yang2, *
1Central University of Finance and Economics, Beijing, China
2Xi’an Jiaotong University, Xi’an, China
*Corresponding author. Email: 15959242@stu.xjtu.edu.cn
Corresponding Author
Xiaodi Yang
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-89-3_365How to use a DOI?
Keywords
Virtual brand community; Social relationship; Brand consumption
Abstract

With the development of the Internet, more and more brand merchants use the online virtual brand community model for marketing. Consumers have transformed from a single passive object to an aggregated community group, releasing huge energy. There are many mediating factors in the transition from community relationship to economic behavior. This paper focuses on the relationship drive in brand community and studies the transition process from relationship development to brand consumption. Taking Magic Awakening super topic as a case, this paper regards Magic Awakening mobile game as a game brand and super topic as a virtual product community. On this basis, we interviews the development of social relations and consumption status of six members of the community. This paper finds that a large number of weak ties and a few strong ties established by members in a virtual brand community have different effects on brand consumption, and ultimately promote members' consumption behavior. Although there are still some deficiencies in the case studies, this paper will still provide some enlightenment and reference for the study of virtual brand community.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-89-3
ISSN
2352-5398
DOI
10.2991/978-2-494069-89-3_365How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yuxin Du
AU  - Xiaodi Yang
PY  - 2022
DA  - 2022/12/30
TI  - Research on Virtual Brand Community from the Perspective of Relationship
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 3170

EP  - 3179
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_365
DO  - 10.2991/978-2-494069-89-3_365
ID  - Du2022
ER  -