Results 11 to 20 of about 9,937 (263)
Perceived Security and Trust Transfer in Social Media Based Brand Communities (SMBBCs) According to the Role of Customer Engagement [PDF]
مطالعات رسانههای نوین, 2021 Social Media Based Brand Communities (SMBBCs) have created a potential tool for development of brand communication in companies, but it is worth noting that the increasing interest in the use of social media and networks has created both opportunities ...
hossein norouzi +2 more
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Consumer Engagement in an Online Brand Community [PDF]
, 2020 This chapter aims to explore consumer engagement in an online brand community. Consumer engagement includes cognitive, affective, and behavioral dimensions. This qualitative research focuses on the Finnish online forum called Brick Builders. This community is fully fan-based without any company involvement and it includes different age groups and both ...
Kurikko, Hanna, Tuominen, Pekka
openaire +2 more sources
IEEE Access, 2021 Online brand communities have become a strong marketing tool for companies. However, passive members form the majority of these communities, and although it is recognized that passive members’ electronic word-of-mouth (eWOM) has a powerful impact ...
Liuliang Yuan +2 more
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Investigating Customer Knowledge Sharing in Online Brand Communities with a Meta-synthesis Approach
تحقیقات بازار یابی نوین, 2023 Today, the customer is considered the most important partner for the value-creation process in organizations. Companies and organizations have also turned to use social media and online communities in order to improve their efficiency, cost-effectiveness,
Seyed Rasoul Hosseini +3 more
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Trust and loyalty in online brand communities [PDF]
Spanish Journal of Marketing-ESIC, 2020 Purpose – The purpose of this paper is to analyse the effects of brand trust and online brand community (OBC) trust on consumer repurchase intention and the positive electronic word-of-mouth (eWOM) intention of OBC members.
Rafael Anaya-Sánchez +3 more
doaj +1 more source
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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Participating anonymous online student communities and university brand relationship outcomes
Cogent Business & Management, 2021 Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands.
Tri D. Le +4 more
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The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour
Malaysian Management Journal, 2020 In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa.
Hasnizam Shaari, Intan Shafinaz Ahmad
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Why do I engage? Gratifications of online brand communities on facebook [PDF]
The Retail and Marketing ReviewWith technology evolving, interactive marketing is evolving too, as we see a rise in online forums and platforms designed to facilitate consumer-brand interactions and translate these into sustainable consumer-brand relationships.
Abigale Sprighton +2 more
doaj +1 more source
Nostalgia in online brand communities [PDF]
Journal of Business Strategy, 2016 Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this ...
Koetz, Clara, Tankersley, John Daniel
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