Analysis of Visualization Mapping in the Field of Brand Community Based on Cite Space Ⅲ

Taking 887 relevant papers in the Web of Science database as the analysis object,and with the help of Citespace III software developed by Chen Chaomei s team,this study makes a visual mapping analysis of the brand community field from the perspective of research hotspots,cooperation between countries(regions)and institutions,and co-citation networks.The study has found that research hotspots in this field focus on brand community,community,consumer,internet,model,loyalty,word-of-mouth,impact and trust.The United States has absolute strength in leading the research frontier of this field,and the degree of cooperation within the country is higher than that of international cooperation.The core papers in this field were published in from authoritative journals in the field of management.Through the analysis of the core papers,readers can further understand the development context of the brand community field.

Research on the Continuous Participation of Virtual Brand Community in Decision-Making Based on Social Influence Theory

Based on the social influence theory,the influence of virtual brand community members’perceived value on social influencing factors is discussed,and the influence of social influencing factors on virtual brand community members’continuous participation in decision-making is analyzed.Through an empirical analysis of the survey data of Xiaomi users in the Xiaomi Community,the results showed that the perceived value of virtual brand community members significantly and positively affects social influencing factors,which also significantly and positively affect the members’continuous participation in virtual brand communities.Therefore,only by sharing valuable information resources and improving the efficiency of information flow,thereby enhancing the perceived value of the community and increasing the stickiness of members to the virtual community,will we have an opportunity to enhance the interaction among members and effectively promote continuous participation in community activities through the strong bonds formed among members.

Characteristic Town Environment Design Based on Brand Community——A Case Study of the Forest Hot Spring Township in Ninghai

Brand community is a specific,geographically-unconstrained community based on specific brands and is constructed with consumer groups of different levels,choices and territories. The development issues of characteristic towns were incorporated into the perspective of brand communities,and the development connotation of characteristic towns was discussed in light of the definition,constituent elements and characteristics of brand communities,and a functional platform with organic combination of industry,city,people and literature was established through the exploration of Ninghai forest hot spring town,combined with local spatial resources. Based on this,the planning and design of Ninghai forest hot spring town will form a characteristic town that integrates industrial functions,cultural functions and community functions.