Construction of Consumer-brand Relationship Based on Information Network Era

DOI

10.2991/msetasse-15.2015.110How to use a DOI?

Keywords

Consumer; Brand; Enterprise microblog; Brand trust; Brand loyalty; Variable; Regression analysis

Abstract

Construction of consumer-brand relationship by information network technology is an inevitable development tendency of enterprises in the era of new market economy. Since microblog was issued in 2009, Chinese microblog users sharply increased to 200 million within only 2 years. This also offers new marketing strategy and consumer-brand relationship construction thought for enterprises. This paper analyzes loyalty index and credibility between consumers and brand through conceptual model based on microblog interactive strategy, brand trust theory and regression theory.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Jicheng Li
AU  - Lizhu Lin
PY  - 2015/11
DA  - 2015/11
TI  - Construction of Consumer-brand Relationship Based on Information Network Era
BT  - Proceedings of the 2015 3rd International Conference on Management Science, Education Technology, Arts, Social Science and Economics
PB  - Atlantis Press
SP  - 490
EP  - 495
SN  - 2352-5398
UR  - https://doi.org/10.2991/msetasse-15.2015.110
DO  - 10.2991/msetasse-15.2015.110
ID  - Li2015/11
ER  -