Research on the influencing factors of wild consumption marketing of network users

Abstract

This paper uses the audience survey method and interview method to study whether the performance of social responsibility by corporate brands is beneficial to enhance brand value, what factors the audience will influence to engage in wild consumption, and the motivation for wild consumption from the perspective of social responsibility. The long-term, spontaneous fulfillment of social responsibilities of enterprises can stimulate consumers’ desire to purchase and enhance brand value to a certain extent, and consumers’ emotional communication has played a huge value in the measurement of the improvement effect. From the perspective of corporate social responsibility, this paper studies the phenomenon of audience emotional communication in the context of the network, and studies the influencing factors of the wild consumption marketing of online users from the perspective of social responsibility.