Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example

Hongwei Li

doi:10.1051/e3sconf/202123501034

All issues

Volume 235 (2021)

E3S Web Conf., 235 (2021) 01034

References

Open Access

Issue		E3S Web Conf. Volume 235, 2021 2020 International Conference on New Energy Technology and Industrial Development (NETID 2020)


Article Number		01034
Number of page(s)		4
Section		Research on New Energy Technology and Energy Consumption Development
DOI		https://doi.org/10.1051/e3sconf/202123501034
Published online		03 February 2021

The 45th China Statistical Report on Internet Development. Available at: http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/202004/P020200428596599037028.pdf [Google Scholar]
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Chun Liu, Yali Wu. Research on the meaning, dimension and influencing factors of Virtual Brand Community interaction [J]. Commerce, 2015(25):114-115. [Google Scholar]
René Algesheimer, Andreas Herrmann, Marcus Dimpfel. Die Wirkung von Brand Communities auf die Markenloyalität — eine dynamische Analyse im Automobilmarkt. Zeitschrift für Betriebswirtschaft, 2006, Vol.76 (9), pp. 933-958. [Google Scholar]
Kozinets R V. The field behind the screen: Using netnography for marketing research in online communities [J]. Journal of Marketing Research, 2002 39(1), 61-72. [Google Scholar]
Yu Wang. Interactive research on Xiaomi Virtual Brand Community [D]. Jiangxi Normal University, 2019. [Google Scholar]
Mengmeng Xu. Research on the influence of virtual brand community interaction on brand loyalty -a case study of Xiaomi [J]. Journal of Pingdingshan university, 2016, 31(02):104-109. [Google Scholar]
Xiangyang Ma, Yulong Wang, Bo Wang, Song Yang. Research on the Perception, Attitude and Participation Behavior of Virtual Brand Community members [J]. Management Review, 2017, 29 (07): 70-81. [Google Scholar]
Lei Meng. Influence of virtual Brand Community perceived value on consumer Behavior [J]. Business Economics Research, 2018(02):46-49. [Google Scholar]
Fanshi Kong, Huiping Wang. Research on the relationship between interpersonal interaction in virtual Communities and Online consumption Behavior [J]. China Collective Economy, 2008(07):73-74. [Google Scholar]
Kozinets R V. The field behind the screen: Using netnography for marketing research in online communities [J]. Journal of Marketing Research, 2002 39(1), 61-72. [Google Scholar]
Xiaomi Corporation’s report of full-year performance for the year ending December 31, 2019. Available at: https://pdf.dfcfw.com/pdf/H2_AN202003311377291938_1.pdf. [Google Scholar]

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[1] The 45th China Statistical Report on Internet Development. Available at: http://www.cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/202004/P020200428596599037028.pdf [Google Scholar]

[2] Muniz A. M, JR O’, GUINNTC. Brand Community [J]. Journal of Consumer Research, 2001, 27(4): 412-432. [Google Scholar]

[3] Mcalexander J H, Schouten J W, Koeing H F. Building brand community[J]. Journal of Marketing, 2002, 66(1): 38-54. [Google Scholar]

[4] Chun Liu, Yali Wu. Research on the meaning, dimension and influencing factors of Virtual Brand Community interaction [J]. Commerce, 2015(25):114-115. [Google Scholar]

[5] René Algesheimer, Andreas Herrmann, Marcus Dimpfel. Die Wirkung von Brand Communities auf die Markenloyalität — eine dynamische Analyse im Automobilmarkt. Zeitschrift für Betriebswirtschaft, 2006, Vol.76 (9), pp. 933-958. [Google Scholar]

[6] Kozinets R V. The field behind the screen: Using netnography for marketing research in online communities [J]. Journal of Marketing Research, 2002 39(1), 61-72. [Google Scholar]

[7] Yu Wang. Interactive research on Xiaomi Virtual Brand Community [D]. Jiangxi Normal University, 2019. [Google Scholar]

[8] Mengmeng Xu. Research on the influence of virtual brand community interaction on brand loyalty -a case study of Xiaomi [J]. Journal of Pingdingshan university, 2016, 31(02):104-109. [Google Scholar]

[9] Xiangyang Ma, Yulong Wang, Bo Wang, Song Yang. Research on the Perception, Attitude and Participation Behavior of Virtual Brand Community members [J]. Management Review, 2017, 29 (07): 70-81. [Google Scholar]

[10] Lei Meng. Influence of virtual Brand Community perceived value on consumer Behavior [J]. Business Economics Research, 2018(02):46-49. [Google Scholar]

[11] Fanshi Kong, Huiping Wang. Research on the relationship between interpersonal interaction in virtual Communities and Online consumption Behavior [J]. China Collective Economy, 2008(07):73-74. [Google Scholar]

[12] Kozinets R V. The field behind the screen: Using netnography for marketing research in online communities [J]. Journal of Marketing Research, 2002 39(1), 61-72. [Google Scholar]

[13] Xiaomi Corporation’s report of full-year performance for the year ending December 31, 2019. Available at: https://pdf.dfcfw.com/pdf/H2_AN202003311377291938_1.pdf. [Google Scholar]