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责任编辑：陈诗静

（Wuxi Institute of Technology，Wuxi 214121，Jiangsu，China）

Abstract：With the emergence of social media on the Internet，more and more enterprises tend to use the virtual brand community to carry out product marketing，want to deeply embed the corporate brand image in the hearts of consumers through this way，and then form a strong brand loyalty. Based on the theory of social network and brand community，the authors construct the theoretical model of the relationship among social reinforcement motivation，network centrality and brand choice behavior of virtual brand communitymembers. On this basis，378 virtual community members were investigated by designing a questionnaire to test the influencing mechanism of social reinforcement motivation on brand loyalty of virtual brand community members，and to explore the intermediary role of network centrality between reinforcement motivation and brand choice behavior of virtual brand community members. The results show that social reinforcement motivation can effectively improve the degree centrality and intermediary centrality of virtual community members；the higher the degree centrality and intermediary centrality of virtual community members，the stronger the social reinforcement motivation，and the stronger the sense of belonging to virtual community members；the stronger the sense of belonging of virtual community members，the more inclined to protect their own brands and resist competitive brands. To better manage virtual brand community members，first，related enterprises should pay more attention to strengthening motivation of virtual community members，and encourage them to participate in social activities； second，they should pay more attention to people with higher centralitysocial network，and energize them to share the information； and third，they should pay more attention to community construction，and continuously improve the members’sense of belonging.

Key words：virtual brand community；social reinforcement motivation；network centrality；community sense of belonging；