Results 11 to 20 of about 13,074 (347)
Knowledge sharing in online brand communities
Qualitative Market Research: An International Journal, 2015 Purpose– The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area that is slowly gaining attention in the literature.
Sloan, Sarah +2 more
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Engagement in online brand communities and marketing research online communities (MROCs)
, 2013 The focus of this dissertation is to develop insights regarding the use of online brand communities (i.e., discussion forums, blogs, or other social media sites centered around a single brand or branded product) and marketing research online communities (
Brian J. Baldus
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Brand Loyalty and Online Brand Communities
International Journal of Online Marketing, 2016 This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands.
Katherine Barnet, Sharmila Pixy Ferris
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Online Brand Communities - a Route to Brand Loyalty?
, 2013 Purpose: The purpose of this thesis is to investigate if the use of online brandcommunities helps sporting goods brands in building brand loyalty. Frame of Reference: The frame of reference begins with a presentation of brands leading upto brand equity and subsequently brand loyalty.
Benson, Caroline, Hedrén, Martin
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The Role of Online Brand Community Engagement on the Consumer–Brand Relationship [PDF]
Sustainability, 2021 The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling.
Francisco J. Martínez-López +5 more
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The Causal Relationships of Brand Engagement in an Online Brand Community
A Journal of Brand Design Association of Korea, 2018 선종학
openalex +2 more sources
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
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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
doaj +1 more source
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
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
doaj +1 more source