Volume 30, Issue 2, 2021
DOI: 10.24205/03276716.2020.4030
Study on Impact of Information Characteristic of Opinion Leaders on Customer Brand Engagement - An Empirical Research Based on China’s Social E-commerce Platforms
Abstract
The emergence of social media provides chances for the communication between consumers and enterprise brands, leading to wide attention on network opinions leaders from all sectors of society. The way to develop the positive impact of network leader opinions has become critical to enterprise internet brand marketing, which needs to be addressed urgently. Based on the characteristics of social media, this paper describes the impact of information characteristics of network opinion leaders on social e-commerce platforms on customer brand engagement as well as the effect of brand experience between the above two factors.An empirical study was carried out through aquestionnaire for typical social commerce platform users. The results showed that the visual information cue, timeliness and innovationof opinion leaders greatly affected the customer engagement with a brand and there was the intermediary effect of brand experience. This reveals that the information characteristics of opinion leaders have an internal effect on customer brand engagement.
Keywords
Information characteristics of opinion leaders; Customer brand engagement; Social e-commerce platform