The effect of User's Profile of Online Platform on Brand Attachment

LI Xiao-lin; XU Su; WANG Hai-zhong

Volume 34 Issue 5

May 2021

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Article Navigation > Journal of Guangdong University of Finance & Economics > 2019 > 34(5): 38-49

LI Xiao-lin, XU Su, WANG Hai-zhong. The effect of User's Profile of Online Platform on Brand Attachment[J]. Journal of Guangdong University of Finance & Economics, 2019, 34(5): 38-49.

Citation:

LI Xiao-lin, XU Su, WANG Hai-zhong. The effect of User's Profile of Online Platform on Brand Attachment[J]. Journal of Guangdong University of Finance & Economics, 2019, 34(5): 38-49.

LI Xiao-lin, XU Su, WANG Hai-zhong. The effect of User's Profile of Online Platform on Brand Attachment[J]. Journal of Guangdong University of Finance & Economics, 2019, 34(5): 38-49.

Citation:

LI Xiao-lin, XU Su, WANG Hai-zhong. The effect of User's Profile of Online Platform on Brand Attachment[J]. Journal of Guangdong University of Finance & Economics, 2019, 34(5): 38-49.

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The effect of User's Profile of Online Platform on Brand Attachment

1.
School of Business Administration, Guangdong University of Finance & Economics, Guangzhou 510320, China
2.
Business School, Sun Yat-sen University, Guangzhou 510275, China

Received Date: 2019-06-11
Available Online: 2021-05-22
Publish Date: 2019-10-28

Abstract

Abstract

The emergence of big data brings new opportunities to brand marketing and media delivery.Previous studies regard user's profile as a tool to assist enterprises in precise marketing. However, nowadays, many cases of enterprises show that user's profile can also be used as a marketing tool to influence consumers' psychology. Three studies shows that profile reports based on their behavioral trajectories recommended to users have a positive impact on brand attachment, and the process is partly mediated by positive nostalgia and negative nostalgia, in which the mediating effect of positive nostalgia is greater than that of negative nostalgia. In addition, when the profiles adopt anthropomorphic style, the effect of positive nostalgia on brand attachment is significantly stronger, but anthropomorphism has no moderating effect in the influence of negative nostalgia on brand attachment. The research expands the application scope of user's profile, and gives some inspiration to enterprises to make use of user's profiles for new relationship marketing.
- user's profile,
- nostalgia,
- brand marketing,
- brand attachment,
- anthropomorphism,
- relationship marketing,
- online platform

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References(42)

References

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