Research on The Influence of Identity on Customer Engagement in Virtual Community: The Intermediary Role of Perceived Value
DOI:
https://doi.org/10.54097/fbem.v7i2.4773Keywords:
Virtual community, Identity, Perceived value, Customer engagement.Abstract
Identity helps key opinion leaders attract attention, improve competitiveness and transmit network flow into economic interest. Therefore, it is of great significance to study the mechanism of identity to help key opinion leaders, brand enterprises and virtual community platforms to improve operating efficiency and reduce operating costs. According to identity theory and other theoretical methods, this paper studies the impact of identity on customer engagement under the regulation of different cooperative brand popularity by Python text mining, SPSS statistical analysis and other methods. It explores the intermediary role of perceived value between identity and customer engagement.
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