An Empirical Study of the Perceptual Authenticity of Social Media and the Attachment Relationship of Users’ Urban Brands Based on Environmental Protection

DOI

10.2991/msie-19.2020.40How to use a DOI?

Keywords

Environmental Protection, Social Media, Urban Brand, Attachment Relationship

Abstract

Identifying and understanding the intrinsic mechanisms by which users are loyal to a particular city has become a focus of user behavior research and urban brand research. The study combines the perception of authenticity, social interaction, urban brand attachment, brand trust and urban brand loyalty model based on social media under environmental protection. The results show that social media perception of authenticity and social interaction have a positive impact on urban brand attachment; social media perception of authenticity and brand attachment have a positive impact on urban brand trust; Social media perception of authenticity, brand attachment, and brand trust have a positive impact on urban brand loyalty. The perceived authenticity of social media has a positive impact on social interaction.

Copyright

© 2020, 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/).

Download article (PDF)

TY  - CONF
AU  - Yingji Li
AU  - Dongmei Xia
AU  - Zu Zou
AU  - Pingping Xu
PY  - 2020/01
DA  - 2020/01
TI  - An Empirical Study of the Perceptual Authenticity of Social Media and the Attachment Relationship of Users’ Urban Brands Based on Environmental Protection
BT  - Proceedings of the 2019 International Conference on Management Science and Industrial Economy (MSIE 2019)
PB  - Atlantis Press
SP  - 179
EP  - 183
SN  - 2352-5428
UR  - https://doi.org/10.2991/msie-19.2020.40
DO  - 10.2991/msie-19.2020.40
ID  - Li2020/01
ER  -