1School of Management, Jilin University, Changchun 130022, China 2Research Center for Big Data Management, Jilin University, Changchun 130022, China 3Global Tone Communication Technology, Beijing 100131, China
[Objective] This study conducted a text analysis for social media information interaction of VR companies with the purpose of investigating how VR companies enhance their competitiveness by this type of information interaction. [Methods] We conducted text mining and text analysis of 4 VR enterprise social networking sites by using data analysis tools such as NVivo11. [Results] The results show significant difference between different companies’ information interaction. Online brand communities information interaction can help enterprises to improve the user stickiness and new product information dissemination. [Limitations] We only selected two social networking platforms and one industry in this research. [Conclusions] This study provides a new perspective of information interaction research, and makes contribution to help enterprises to enhance their competitiveness by information interaction in online brand communities.
王晰巍,王铎,郑晴晓,韦雅楠. 在线品牌社群环境下企业与用户的信息互动研究*——以虚拟现实产业为例[J]. 数据分析与知识发现, 2019, 3(3): 83-94.
Xiwei Wang,Duo Wang,Qingxiao Zheng,Ya’nan Wei. Information Interaction Between User and Enterprise in Online Brand Community: A Study of Virtual Reality Industry. Data Analysis and Knowledge Discovery, 2019, 3(3): 83-94.
(Zhao Yiming, Hao Jianjiang, Wang Haiyan, et al.Visual Analysis of Evolution of Virtual Reality Technology in Educational Application Research[J]. e-Education Research, 2016, 37(12): 26-33.)
(iResearch. China Virtual Reality (VR) Industry Research Report[R]. Greenlight Insights, 2017.)
[3]
Tseng T, Huang H H, Setiawan A.How do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations[J]. Computers in Human Behavior, 2017, 77: 326-335.
[4]
Wang Y G, Ma S, Li D H.Customer Participation in Virtual Brand Communities: The Self-Construal Perspective[J]. Information & Management, 2015, 52(5): 577-587.
(Wang Xuhui, Feng Wenqi.The Influence of Social Interaction and Para-social Interaction in Virtual Brand Community on Brand[J]. Collected Essays on Finance and Economics, 2017(5): 78-88.)
[6]
Wang W Y C, Pauleen D J, Zhang T T. How Social Media Applications Affect B2B Communication and Improve Business Performance in SMEs[J]. Industrial Marketing Management, 2016, 54: 4-14.
[7]
Liu L L, Lee M K O, Liu R J, et al. Trust Transfer in Social Media Brand Communities: The Role of Consumer Engagement[J]. International Journal of Information Management, 2018, 41: 1-13.
[8]
Wang Z, Kim H G.Can Social Media Marketing Improve Customer Relationship Capabilities and Firm Performance? Dynamic Capability Perspective[J]. Journal of Interactive Marketing, 2017, 39: 15-26.
(Lai Yuanwei.Research on Social Media Content Marketing: A Mechanism for Global Brands’ Enhancement of Brand Loyalty[D]. Beijing: University of International Business and Economics, 2017.)
(Huang Jinfeng.Effect of Brand Relationship Towards Social Media on Consumer Behavioral Intention[D]. Nanjing: Nanjing University of Finance and Economics, 2015.)
[11]
Hoffman D L, Novak T P.Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations[J]. Journal of Marketing, 1996, 60(3): 50-68.
[12]
熊莉君. 虚拟社区中信息交流的引导机制研究[J]. 图书馆学研究, 2011(9): 45-47.
[12]
(Xiong Lijun.Research on the Guiding Mechanism of Information Exchange in Virtual Community[J]. Research on Library Science, 2011(9): 45-47.)
[13]
Wagner T F, Baccarella C V, Voigt K I.Framing Social Media Communication: Investigating the Effects of Brand Post Appeals on User Interaction[J]. European Management Journal, 2017, 35(5): 606-616.
[14]
郭晓姝. 企业微博信息互动传播模式、途径与影响因素研究[D]. 沈阳: 东北财经大学, 2013.
[14]
(Guo Xiaoshu.Research on Pattern, Channels and Influencing Factors of Enterprise Micro-Blogging Information Interaction Diffusion[D]. Shenyang: Dongbei University of Finance and Economics, 2013.)
[15]
周迁. 企业微博传播效果影响因素研究[D]. 武汉: 华中师范大学, 2015.
[15]
(Zhou Qian.Research on Influential Factors of Enterprise Microblogging Communication Effect[D]. Wuhan: Central China Normal University, 2015.)
[16]
陈顺林. 虚拟品牌社区参与对产品品牌忠诚的影响研究[D]. 杭州:浙江大学, 2007.
[16]
(Chen Shunlin.Research on the Impact of Virtual Brand Community Participation on Product Brand Loyalty[D]. Hangzhou: Zhejiang University, 2007.)
[17]
Martínez-López F J, Anaya-Sánchez R, Molinillo S, et al. Consumer Engagement in an Online Brand Community[J]. Electronic Commerce Research and Applications, 2017, 23: 24-37.
[18]
Burnett G, Buerkle H.Information Exchange in Virtual Communities: A Comparative Study[J]. Journal of Computer-Mediated Communication, 2004, 9(2): 33-37.
[19]
Wirtz J, Ambtman A D, Bloemer J, et al.Managing Brands and Customer Engagement in Online Brand Communities[J]. Journal of Service Management, 2013, 24(3): 223-244.
(Xu Man.Research on Mobile APP Marketing Model and Strategy Based on SICAS Model[J]. Economic & Trade, 2017(24): 47-48.)
[21]
Ibrahim N F, Wang X J, Bourne H.Exploring the Effect of User Engagement in Online Brand Communities: Evidence from Twitter[J]. Computers in Human Behavior, 2017, 72: 321-338.
[22]
Abascal-Mena R, Lema R, Sèdes F.Detecting Sociosemantic Communities by Applying Social Network Analysis in Tweets[J]. Social Network Analysis and Mining, 2015, 5: 1-17.
(Zang Min, Xu Yuanyuan, Cheng Chunhui.Analysis on the Influence of Social Media on the Communication of Online News: Taking Weibo as an Example[J]. Journal of Chifeng University: Philosophy and Social Science Chinese Edition, 2014, 35(4): 121-122.)
[24]
高盛投资银行. 虚拟现实、增强现实产业报告[R]. 2016.
[24]
(Goldman Sachs.Profiles in Innovation Virtual & Augmented Reality[R]. 2016.)
[25]
Martínez-López F J, Anaya-Sánchez R, Molinillo S. Consumer Engagement in an Online Brand Community[J]. Electronic Commerce Research and Applications, 2017, 23: 24-37.
[26]
He W, Zha S H, Li L.Social Media Competitive Analysis and Text Mining: A Case Study in the Pizza Industry[J]. International Journal of Information Management, 2013, 33(3): 464-472.