Results 31 to 40 of about 13,074 (347)

Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences [PDF]

, 2019
Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs).
Palau-Saumell, Ramon, Matute, Jorge, Occhiocupo, Nicoletta   +2 more
core   +1 more source

Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience

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, Junyun Liao, Jiecong Pang, Hsin-Li Hu   +3 more
doaj   +1 more source

Brand Loyalty in Online Brand Communities in Malaysia: A Uses and Gratifications Perspective

, 2021
This study examines the online communities’ gratifications of social media usage and to understand how their perceived values within an online brand page environment can affect brand loyalty.
Ong, Chin Fong, Lye, Chun Teck
core   +2 more sources

Managing uncivil interactions in online brand communities [PDF]

, 2022
Marketers have long utilized online brand communities to generate desirable user engagement behaviors. However, the rise of online brand communities has brought together millions of heterogenous users with diverse engagement motives, leading to the ...
Dineva, Denitsa, Breitsohl, Jan
core  

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, Prof M Wiese, Dr G van Heerden   +2 more
doaj  

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
doaj   +1 more source

'Brand victimisation': when consumers are bullied by fellow brand followers in online brand communities [PDF]

, 2021
This thesis investigates the phenomenon of a consumer being bullied by a fellow brand follower in an online brand community, which is termed 'Brand Victimisation'.
Ounvorawong, Nuttakon
core   +1 more source

How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital

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, Zhimin Zhou, Ge Zhan, Nan Zhou   +3 more
doaj   +1 more source

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)
doaj  

The Links Between Social Motivational Engagements, Brand Community Commitment and Repurchase Intention Across Online Brand Communities

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, Tomas Palaima, Lasha Mironidze   +2 more
doaj   +1 more source