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Journal of Promotion Management, 2015 The study explores how brand communities are structured and operate in the context of Korean Automobile Online Brand Communities (KAOBCs). The content analysis method was used to examine the characteristics of KAOBCs and identify the typology of the communities. The most popular search engine of South Korea, naver.com, was used to select sample KAOBCs.
Sally J Mcmillan
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Enhancing Relationships Through Online Brand Communities: Comparing Posters and Lurkers
International Journal of Electronic Commerce, 2023 This study establishes the importance of considering both posters (interactive members) and lurkers (non-interactive members) for a clearer understanding of online brand communities. Based on organizational support theory and social identity theory, this
Roper, Stuart +3 more
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Investigating the Impact of Online Brand Communities on Online Customer Engagement and Brand Loyalty
Journal of Global Marketing, 2023Rajeev Gupta +2 more
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Consumer engagement in an online brand community
Electronic Commerce Research and Applications, 2017Abstract 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
Francisco José Martínez-López +4 more
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The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty
2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007Online community activities are becoming widespread thanks to the expansion of Internet use and the development of information technology. We highlight the importance of online brand, and investigate the relationship between an online community and the online brand.
Heehyoung Jang, Ilsang Ko, Joon Koh
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Determinants of Brand Loyalty in Online Brand Communities
Proceedings of the 5th Multidisciplinary International Social Networks Conference, 2018With prosperity of online brand communities in the Internet generation, it's important for brands to manage their own online community to strengthen competitive advantage. Certainly, how to operate online brand community in a sustainable way becomes an essential issue for brands.
Kai Wang 0038 +2 more
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Managing brands and customer engagement in online brand communities [PDF]
Journal of Service Management, 2013 PurposeGiven the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives.Design/methodology/approachThe study ...
Jochen Wirtz +2 more
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Online Brand Communities: A Literature Review
Procedia, Social and Behavioral Sciences, 2014 Competition in the global market is driving companies to find innovative approaches to business. The Internet explosion resulted in the transition from physical business places (companies, shops, etc.) to a virtual ones, creating new sources of ...
Brogi, Stefano
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Creating customer loyalty in online brand communities
Computers in Human Behavior, 2020Abstract Online social networking sites (SNSs) has become one of the most popular activities for people accessing the Internet. In this regard, many Businesses create their online brand communities in order to build further relationship with their customers.
Fei-Fei Cheng +2 more
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Online Communication of Brand Personality
Journal of General Management, 2009Brand personality has often been considered from the perspective of products, corporate brands or countries, but rarely among service offerings. Moreover, there remains the consideration of how these entities are communicated online. This article explores the brand personality dimensions that business schools communicate and whether they differ in ...
Robert Ankomah Opoku +5 more
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