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1、摘要Abs仃actABSTRACTSocialmediahavereceivedmuchattentiOninrecentyears．Microbloggingsitesprovideaplatformofinfonnationsharing，disseminating，andacquiringbaSedonusers’relationShips．Theyhavebecomeapopularcommunicationt001inashortperiodoftime．AJongwithcompanies’increasingengagementonmicrobloggings
2、ites，howtoleveragethemarketingpotemialoft
3、liskindofsocialplatf．omremainsanimportantconcemformanymarketers．wecarriedouttworesearchestostudythebrandloyaltyofconsumers．FromtheperspectiVeofrelationshipmarketing，thefirststudywasconducted．Theresultshouldthattheself-congruenceofconsumershasasigni
4、ficantimpactontheirloyaltytomeb舢d．IIlspiredbymeresult，wefurcherproposedthesecondmodeltostudyconsumers’b啪dloyaltyinthesightofbrandpersonali哆．Thisfirstresearchaimstoexplorehowsocial．a(chǎn)ndself：factorsmayafrectcons啪ers’brandloyaltywhiletheyfollowcompanies’microblogs．Drawinguponthecommitment．trus
5、ttheory，socialinnuencet11eory，andself-congmencetheory，weproposethatneMorkextemalities，socialnomls，aJldself-congnJe】1cearethekeydeternlinantsint11eresearchmodel．TtleimpactsofthesefIactorsonbrandloyaltywillbemediatedbVbrandtrustandbrandcommitment．WeempiricallyteStthemodelmroughanonlinesurvey
6、onanexistingmicrobloggingsite．The矗ndings訂lustratematnet、】vorkextemalitiesa11dself-congmencecanpositivelya行ectb啪d仃ust，whichsubsequentlyleadstobrandcommitmentandbr鋤d10yalty．MeanwhiIe，socialno皿s，togetherwithself-congruence，directlypositi11nuenceonbrandcommitment．BrandcommitmentisthenpositiveI
7、yassociatedwithbrandloyalty．ThepurposeofthesecondresearchistoadIhssmisgapbyeXploringmee虢ctofb啪dpersonalityonbrandloyaltyincompanies’microblogs．Buildinguponpriorresearchonbrandpersonality，consumersatisf她tion，andbrandloyalty，weproposeandempiricallyteStourresearchmodelWitha11onlinesuⅣeystudyo
8、naJlexistingmicrobloggingsiteinChina．Ourfindingsshowthatt11efourdimensionsofbmdpersonality’includingsincerity，competence，excitement，andsophistication，haVepositiVeimpactsonconsumersatisfaction，which如rtherincreasesconsumers’loyaltytowardbrands．Consumersatisf-act
