The Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty [PDF]
Jurnal Manajemen Teori dan Terapan, 2023 Objective: Companies are realizing the potential of the online brand community to increase consumer relationships. Online Brand community keeps customers using the company's products through all community activities. This study investigates the effect of
Dien Mardhiyah +4 more
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Online Brand Community User Segments: A Text Mining Approach [PDF]
Frontiers in Artificial Intelligence, 2022 There is a trend that customers increasingly join the online brand community. However, evidence shows that there are nuances between different user segments, and only a small group of users are active.
Ruichen Ge, Hong Zhao, Sha Zhang
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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 ...
Csilla Horvath +2 more
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Online brand community strategy in achieving e-loyalty in the Indonesian e-commerce industry [PDF]
International Journal of Data and Network Science, 2021 This research aims to analyze the effect of Online Brand Community (OBC) on E-loyalty in the Indonesian e-commerce industry. This research was conducted by quantitative approach with the dependent variable of this research being e-loyalty (Y), and online
Agus Kurniawan +5 more
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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 Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender [PDF]
المجلة العلمية للدراسات والبحوث المالية والتجارية, 2021 Nowadays, online brand communities are considered an important tool for building strong successful brands. This study aims to uncover the influence of brand community based on social media markers; shared consciousness, rituals and traditions and moral ...
ريهام شوقي ابراهيم
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Relationship between brand trust and positive electronic word-of-mouth intention
Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh - Kinh tế và Quản trị kinh doanh, 2023 This study examines the effects of brand trust and Online Brand Community (OBC) trust on repeat purchase intention and positive Electronic Word-Of-Mouth intention (eWOM). A sample of 502 consumers was surveyed.
Phan Tấn Lực
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The Mediating Role of Online Brand Community Commitment in the Relationship Between Online Brand Community Value Co-creation and Brand Loyalty [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In today’s competitive markets, companies are increasingly using online brand communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these ...
Masoud Simkhah, Elaheh Mohamadkhani
doaj +1 more source
Developing a Behavior Model for Utilitarian Service Consumers toward Engagement in Online Brand Communities [PDF]
مدیریت بازرگانی, 2023 Objective The present study aims to explain the behavioral pattern of utility service consumers toward engagement in online brand communities. Many companies seek to attract and communicate more with customers; therefore, they try to strengthen their ...
Azadeh Goodarzi +3 more
doaj +1 more source
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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