摘要：社交媒体已成为品牌营销的重要渠道，品牌忠诚度是品牌营销的核心目标之一。本文基于社交媒体营销策略，探讨了品牌忠诚度的构建模型。首先，通过文献综述和案例分析，总结了社交媒体营销策略对品牌忠诚度的影响因素。其次，提出了基于社交媒体营销策略的品牌忠诚度构建模型，包括品牌认知、品牌态度、品牌行为和品牌关系四个维度。最后，通过实证研究验证了该模型的有效性和可行性。
关键词：社交媒体；营销策略；品牌忠诚度；构建模型
Abstract: Social media has become an important channel for brand marketing, and brand loyalty is one of the core goals of brand marketing. Based on social media marketing strategy, this paper explores the construction model of brand loyalty. Firstly, through literature review and case analysis, the influencing factors of social media marketing strategy on brand loyalty are summarized. Secondly, a brand loyalty construction model based on social media marketing strategy is proposed, including four dimensions: brand awareness, brand attitude, brand behavior and brand relationship. Finally, the effectiveness and feasibility of the model are verified through empirical research.
Keywords: social media; marketing strategy; brand loyalty; construction model
基于社交媒体营销策略的品牌忠诚度构建模型研究
