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Influence of brand post interactivity on user's brand recognition in social network brand communities
Pages: 255-259
Year: Issue:  2
Journal: Journal of Southwest University for Nationalities(Natrual Science Edition)

Keyword:  社交网品牌社区品牌信息发布的互动性品牌认知;
Abstract: 社交网络上存在许多以某一个品牌为核心的品牌社区,企业利用品牌社区进行针对性的品牌推广和社交网络营销,而品牌信息发布是企业目前采用最多同时也是最主流的方式.通过构建社交网品牌社区信息发布理论模型,提出品牌信息发布的互动性对用户品牌认知的显著影响,产品类型和信息来源在品牌信息发布互动性的影响过程起调节作用.
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