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
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Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example [PDF]
E3S Web of Conferences, 2021 The development of mobile Internet technology makes people break away from the time and space restrictions, and enables them to interact with each other who bought the same brand as they do or who will buy products or services of a brand through the ...
Li Hongwei
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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
openaire +2 more sources
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
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Evaluating the Impact of Community Experience on Purchase Intention in Online Knowledge Community
Frontiers in Psychology, 2022 Community experience has an important influence on the brand building of an online knowledge community. By enhancing the community experience of members, it can promote the building of an online knowledge community and increase users' purchase intention.
Hong Zhao, Qiaohong Shi
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The Impact of Online Brand Community Characteristics on Loyalty with the Mediating Role of Customer Engagement and the Moderation Role of Gender [PDF]
مطالعات مدیریت کسب و کار هوشمند, 2019 In this study, considering the moderating role of gender, we have investigated the influence of online brand community (OBC) characteristics on customer’s engagement and brand loyalty.
Azin Dalvand +2 more
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The Moderating Role of Uncertainty Avoidance on Consumer Brand Engagement and Band Loyalty in Virtual Brand Communities [PDF]
E3S Web of Conferences, 2023 This study aims to investigate the role of consumer brand engagement (CBE) in virtual brand communities regarding loyalty attitudes and uncertainty avoidance. Data set of 750 responses was collected from the students of NTU who joined any brand community
Muhammad Ibrahim Shahid +3 more
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The Role of Community Benefits on Brand Loyalty in Automotive Social Media Brand Community
Jurnal Manajemen Teori dan Terapan, 2023 Objective: This study examines the benefits of online brand community interactivity in social media in the Indonesian automotive sector. Design/Methods/Approach: The proposed model was empirically assessed using survey data from 332 Indonesian-based ...
Puspita Pratama Novianti +1 more
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Online brand community and consumer brand trust: Analysis from Czech millennials
Cogent Business & Management, 2022 To ensure effective and efficient relationship marketing, brand management has become an asset (pre-requisite) for quality service marketing to thrive. Brands have gone viral to develop communities to interact with existing and novice consumers. However,
John Amoah +3 more
doaj +1 more source
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
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