Results 1 to 10 of about 20,399 (264)
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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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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Cogent Business & Management, 2019 This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views
Abdul Bashiru Jibril +3 more
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Online brand community practices and the construction of brand legitimacy
Marketing Theory, 2017 Contemporary marketers build online brand communities to communicate with the organization’s social surroundings, yet there is a lack of understanding of how brand legitimization unfolds in these platforms. To understand how legitimacy is constructed and contested every day, the current study adopts a practice-theoretical lens and discourse analysis to
Laura Niemi +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 Relationship of Online Brand Community, Value Creation Practices, Brand Trust, and Brand Loyalty
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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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
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