Research on the Impact of Interaction on Customer Engagement in Network Community

Abstract

With the advent of the era of web 2.0, network information technology tends to interact with human beings in real time, which makes the interaction in the network community more frequent, real-time and closer. As an external clue, the interaction in the network community plays a very important reference role in influencing consumers' purchase decisions. This paper mainly focuses on the relationship between the two interactions (customer-customer, enterprise-customer) and customer engagement, and explores its internal relationship. The research finds that the interaction in the network community is positively affecting the formation of customer engagement, and puts forward relevant marketing suggestions based on the research conclusions, which provides theoretical basis for enterprise decision-making and follow-up related research.