Results 231 to 240 of about 13,517,069 (286)

Sports sponsorship, gambling bans, and regulatory compliance: a systematic review. [PDF]

Front Sports Act Living
Obiol-Anaya E, Vargas-Chaves I, Cardenas-Gonzales JR.   +2 more
europepmc   +1 more source

Algorithmic fandom in the age of AI: a four-wave multilevel longitudinal study of identity mirroring, fan belonging, and social inclusion. [PDF]

Front Psychol
Wang H.
europepmc   +1 more source

Marketing of oral nicotine pouches on Malaysian social media and e-commerce websites. [PDF]

Tob Induc Dis
Sreeramareddy CT, Lai PK, Reshmi D.
europepmc   +1 more source

The brand personalities of brand communities: an analysis of online communication

Online Information Review, 2017
Purpose Online brand communities provide a wealth of insights about how consumers perceive and talk about a brand, rather than what the firm communicates about the brand. The purpose of this paper is to understand whether the brand personality of an online brand community, rather than of the brand itself, can be deduced from the online communication ...
Jeannette Paschen, Leyland F. Pitt, Jan Kietzmann, Amir Dabirian, Mana Farshid   +4 more
openaire   +3 more sources

Brand Resonance Behavior among Online Brand Community [PDF]

, 2017
Brand commitment studies had gained considerable attention in today’s marketing practices. Sustaining the brand competitive advantages become challenging especially in the context of digital marketing. Development of Web 2.0 that enables interactive communication had offered a new mechanism for owner of the brand to strengthen the bond among their ...
Shaari, Hasnizam, Ahmad, Intan Shafinaz
core   +3 more sources

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Knowledge sharing in online brand communities

Qualitative Market Research: An International Journal, 2015
Purpose– The purpose of this paper was to explore the role knowledge sharing plays in both firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on Facebook. Branding through online mediums is an under-researched area that is slowly gaining attention in the literature.
Sloan, Sarah, Bodey, Kelli, Gyrd-Jones, Richard   +2 more
openaire   +3 more sources

The Influence of Online Brand Community Characteristics on Community Commitment and Brand Loyalty

2007 40th Annual Hawaii International Conference on System Sciences (HICSS'07), 2007
Online 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
openaire   +1 more source

Determinants of Brand Loyalty in Online Brand Communities

Proceedings of the 5th Multidisciplinary International Social Networks Conference, 2018
With 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, Yu-Jen Chen, Hsiang-Chun Pan   +2 more
openaire   +2 more sources

Typology of Online Brand Communities: An Examination of South Korean Automobile Online Brand Communities

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.
Park, Jae Hee, Mcmillan, Sally
openaire   +2 more sources

Creating customer loyalty in online brand communities

Computers in Human Behavior, 2020
Abstract 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, Chin-Shan Wu, Yi-Chieh Chen   +2 more
openaire   +2 more sources