中文摘要：

微信是中国现阶段最具影响力的社交媒体，识别微信公众平台中品牌“粉丝”的特征，对于增进品牌互动和改善品牌运营具有显著意义。借助与品牌互动相关的自我表现品牌（内在自我和社会自我）、品牌忠诚、品牌热爱和品牌口碑等变量，品牌“粉丝”群体可聚类为“忠实型”、“认可型”、“参与型”和“疏离型”等四种类型。研究结论为品牌运营商识别关注者类型和特征提供了有价值的数据支持，并一定程度上解释了品牌忠诚、品牌热爱与品牌口碑出现不一致的现象。

英文摘要：

WeChat is the most influential of brand ＂ fans＂ on the WeChat official social media in present China. To recognize the features platform is of great significance in promoting brand interaction and improving brand operation. With the help of such variables related to brand interaction as self-expressive brands （inner self and social self）, brand loyalty, brand love and brand WOM, the brand ＂fans＂ groups can be clustered into four types as ＂true＂ , ＂accepted＂ , ＂participative＂ and ＂alienated＂ . The conclusions of this study provide some valuable supporting data for the brand operators to identify the types and features of brand followers and also offer some explanations for the inconsistency between brand loyalty, brand love and brand WOM.