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| Research on the Model and Example of Engaged Customer Identification in Virtual Brand Community
FENG Jinzhan，CAI Shuqin1
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| FENG Jinzhan，CAI Shuqin1 |
| 1.Huazhong University of Science and Technology, Wuhan, China；2.Jiangxi College of Foreign Studies， Nanchang, China |
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Abstract This study expounds the importance of engaged customers in virtual brand community, and defines engaged customer and engaged behavior in virtual brand community. Aiming at the new problem of how to effectively identify the engaged customers in the customer relationship management of virtual brand community, according to the theory of planning behavior, this study establishes the engaged customer identification model which includes three dimensions，the will of engaged customers, the subjective norm and the ability of engaged customers, and analyses the main factors of each dimension in detail. Taking the Xiaomi community as an example, this study uses the feed forward neural network model to verify the engaged customer identification model. The experimental results show that the model can effectively identify the engaged customer of virtual brand community.
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Received: 05 December 2019
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