A transition process from information systems acceptance to infusion behaviour in online brand communities: A socialization process perspective [PDF]
, 2012 This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.Social media such as Facebook, Youtube, Twitter, and online communities plays an important role for knowledge production and diffusion as well as ...
Lim, Jaehoon
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Understanding the consumers’ multi-competing brand community engagement: A mix method approach
Frontiers in Psychology, 2023 IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships.
Kai He +3 more
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Frontiers in Psychology, 2022 With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear ...
Zhounan Huangfu +5 more
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Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities [PDF]
مدیریت بازرگانی, 2023 Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their ...
Azadeh Goodarzi +3 more
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Big Data on Social Networks: A Research on Technology Brands
Connectist Istanbul University Journal of Communication Sciences, 2020 Various data is generated about corporations and brands through social network platforms, search engines, online and offline shopping practices. One of the concepts associated with big data in the marketing context and containing intensive data about ...
Özgür Kılınç, Ali Arıcı
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Love Is Blind! Exploring the Impact of Brand Love on eWOM in Chinese Hospitality Industry
Frontiers in Psychology, 2022 The rising penetration and value of online information reviews in the hospitality industry have been extensively examined. People are increasingly interacting on interactive online media, prompting firms to create online communities to share electronic ...
Muhammad Bilal +4 more
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Online brand community and consumer brand trust: Analysis from Czech millennials
Cogent Business & Management, 2022 To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However,
John Amoah +3 more
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Role of social networks websites in improvement of customer relationship and brand [PDF]
مدیریت بازرگانی, 2016 Brand has been considered as one of the most important intangible assets of organizations. Development of relationship between customer and brand has transformed to one of the most important strategies of the organizations which raise effective results ...
Taher Roshandel Arbatani
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Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example [PDF]
E3S Web of Conferences, 2021 The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the ...
Li Hongwei
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The Mediating Role of Online Brand Community Commitment in the Relationship Between Online Brand Community Value Co-creation and Brand Loyalty [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these ...
Masoud Simkhah, Elaheh Mohamadkhani
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