Results 21 to 30 of about 9,937 (263)
Engaging consumers via online brand communities to achieve brand love and positive recommendations [PDF]
Spanish Journal of Marketing-ESIC, 2023 Purpose – This study aims to investigate the influence of brand relationship quality and consumer community identification on consumer engagement. This study also examines the mediating role of consumer engagement between brand relationship quality and ...
Mandakini Paruthi +4 more
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Vikalpa, 2023 Social media platforms help brands connect with their customers online, and a social media -based brand community (SMBBC) enable brand attachments to particular brands.
Chandan A. Chavadi +3 more
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The role of online brand community engagement on positive or negative self-expression word-of-mouth
Cogent Business & Management, 2018 The aim of this research is to explore how online engagement influences positive versus negative consumption-focused self-expression word-of-mouth. Three brands are selected to be the focus of the study (Starbucks, Apple, and McDonald’s), and six online ...
Sandra Maria Correia Loureiro +1 more
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Frontiers in Psychology, 2023 IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated.
Ying Jiang +3 more
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Online engagement: Implications of the 'like' button [PDF]
The Retail and Marketing Review, 2020 The main purpose of the study is to explore the implications of online engagement from a behavioural engagement perspective within Facebook brand communities through a sense-of-community lens.
Dr D van Heerden +2 more
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Journal of Theoretical and Applied Electronic Commerce Research, 2021 Although online communities with a supportive climate encourage members to participate and exchange their information openly and freely, participants may perceive the community to be unsafe without proper control.
Ning Zhang +3 more
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Positive and Negative Behaviors of Oppositional Loyalty in Online Communities
IEEE Access, 2022 Based on the theories of moral identity, community engagement, emotional attachment, and brand loyalty, this study aims to explore oppositional loyalty’s driving factors and dimensional structure (the willingness to pay a price premium ...
Guo Cheng, Weiping Yu
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Developing Brand Relationship Quality through Online Brand Communities [PDF]
Pakistan Journal of Commerce and Social Sciences, 2017 Managers are interested in how to develop relationship with customers due to importance of social media based brand communities and changing landscape of communication. Similarly with online brand community platform a new concept emerged i.e. customer
Zoia Khan (Corresponding author)
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Organizations and Markets in Emerging Economies, 2019 The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities.
Ramūnas Časas +2 more
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Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders [PDF]
Technology Innovation Management Review, 2012 Online communities are becoming “places” of belonging, information, and emotional support that people cannot do without. These social groups have a real existence for their participants, and thus have consequential effects on many aspects of behaviour ...
Pekka Tuominen, Hanna Kurikko
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