Research on Virtual Brand Community from the Perspective of Relationship
Take Magic Awakening Mobile Game as an Example
- 10.2991/978-2-494069-89-3_365How to use a DOI?
- Virtual brand community; Social relationship; Brand consumption
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.
- © 2022 The Author(s)
- Open Access
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Cite this article
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 -