The Internet uses virtual communities as grassroots activity venues. Most netizens participate in different communities. Online communities with high participation, strong interactivity, specific themes, and a sense of psychological belonging make it easier for companies to convey brand information to users, especially through the power of word-of-mouth communication between users, which can enhance the brand communication effect. This is not just a single accumulation, but a geometric growth. Market research shows that 77% of online shopping users will refer to product reviews written by other users, and these people tend to have higher loyalty to the website. More than 90% of companies believe that user recommendations are very important in the decisive factors that affect whether users buy.
There are many communities on the Internet. These communities are aggregated on the Internet to form various areas such as interest-based, fantasy-based, and transaction-based. These communities are collections of users who are homogeneous in some aspects, or the common roles or interests make the dissemination of information in the community very effective. Therefore, it is very important to reasonably use public opinion to influence users’ brand public opinion.
Such communities have not only become brand marketing platforms for companies and products, but also become information distribution centers for users to express their opinions on purchasing products or brands, and become information sources for establishing databases and then studying user behavior.