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Web of Proceedings - Francis Academic Press

An Empirical Study on the Relationship between Perception Reality of Social Media and User's Urban Brand Attachment

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DOI: 10.25236/ecomhs.2019.248


Yingji Li

Corresponding Author

Yingji Li


With the constant consolidation of brand status in social media, consumers'expectations have been magnified, and technology needs to be constantly developed to coordinate with this interactive process. In the process of escalating interaction, it is indispensable for brands to satisfy consumers'expectations in a one-to-one way and in a way of intimate relationship provided by social media. According to the literature on communication, this paper designs a successful social media strategy from the perspective of quasi-social interaction theory. The results of three experiments support the role of quasi-social interaction in the development of positive outcome relationships. The results of intermediary analysis show that brand-related feelings outweigh interaction itself, and contribute to brand loyalty and willingness to provide information for the brand. The results of this paper show that when consumers realize that the brand's social media response is automatically set, then these effects do not exist. The results of this study provide theoretical guidance for marketing personnel to cultivate the relationship between brand and consumer in the context of social media.


Social media, brand loyalty, interaction, communication