%A Xiwei Wang,Duo Wang,Qingxiao Zheng,Ya’nan Wei %T Information Interaction Between User and Enterprise in Online Brand Community: A Study of Virtual Reality Industry %0 Journal Article %D 2019 %J Data Analysis and Knowledge Discovery %R 10.11925/infotech.2096-3467.2018.0487 %P 83-94 %V 3 %N 3 %U {https://manu44.magtech.com.cn/Jwk_infotech_wk3/CN/abstract/article_4632.shtml} %8 2019-03-25 %X

[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.