Results 21 to 30 of about 12,092,268 (289)
, 2022 At present, customer engagement in brand communities and value co-creation have increasingly grown into two focal areas in marketing research (Merrilees 2016). This study aims to examines, in online brand communities, the direct and indirect relationship
Bu, Y +5 more
core +1 more source
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
doaj +1 more source
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
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
doaj +1 more source
Contextualising social capital in online brand communities [PDF]
, 2019 Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers.
Meek, Stephanie +7 more
core +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
openaire +2 more sources
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
doaj +1 more source
Consumer engagement in an online brand community
Electronic Commerce Research and Applications, 2017 This research aims to explain members’ online brand community (OBC) engagement and participation based on their relationships with other members and with the community sponsor. It proposes a conceptual model integrating variables that have been studied in previous research on brand trust, OBC identification, and satisfaction, and others that have ...
Francisco José Martínez-López +4 more
openaire +1 more source
Online brand communities: when consumers are negatively engaged [PDF]
, 2018 The goal of the current research is to explore the influence of negative engagement on committing participants in hate online brand communities. To reach this aim, three brands are used to assess this phenomenon (Starbucks, Apple, and McDonald’s), and ...
Marques, M. I. +2 more
core +4 more sources
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
doaj +1 more source