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Data Analysis and Knowledge Discovery  2019, Vol. 3 Issue (3): 83-94    DOI: 10.11925/infotech.2096-3467.2018.0487
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Information Interaction Between User and Enterprise in Online Brand Community: A Study of Virtual Reality Industry
Xiwei Wang1,2,Duo Wang1(),Qingxiao Zheng3,Ya’nan Wei1
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
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Abstract  

[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.
Key words： Online Brand Community      Social Media      Information Interaction      Virtual Reality     
Received: 02 May 2018      Published: 17 April 2019
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Xiwei Wang
Duo Wang
Qingxiao Zheng
Ya’nan Wei

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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.

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https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/10.11925/infotech.2096-3467.2018.0487     OR     https://manu44.magtech.com.cn/Jwk_infotech_wk3/EN/Y2019/V3/I3/83

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