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The role of sense of community in brand online social networking
International Journal of Web Based Communities, 2018This study is designed to examine the role of a sense of community in brand online social networking (BOSN). In particular, this study explores the sense of community model from community psychology in the context of social media marketing (e.g., Facebook), and several antecedents are examined.
Jewon Lyu, Heejin Lim
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Journal of International Consumer Marketing, 2010
ABSTRACT This study investigated the cultural differences in the motives for participation in, and the community characteristics of, online brand communities in India and the United States. Results show that giving information, social integration, self-discovery, and status-enhancement motives are stronger for members of collectivist cultures.
Vivek Madupu, Delonia O. Cooley
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ABSTRACT This study investigated the cultural differences in the motives for participation in, and the community characteristics of, online brand communities in India and the United States. Results show that giving information, social integration, self-discovery, and status-enhancement motives are stronger for members of collectivist cultures.
Vivek Madupu, Delonia O. Cooley
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Customer brand engagement behavior in online brand communities
Journal of Services Marketing, 2017Purpose This study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement. Design/methodology/approach Respondents came from firm-managed online smartphone brand communities in South Korea and the USA ...
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Brand and Customer Loyalty in Online Brand Communities
2022Wilson Ozuem, Michelle Willis
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The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities
Journal of Internet Commerce, 2021Changiz Valmohammadi +2 more
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B2B ONLINE BRAND COMMUNICATION AND BRAND LOYALTY
Global marketing conference proceeding, 2016Wolfgang Fritz, Benjamin Wille-Baumkauff
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Brand Resonance Behavior among Online Brand Community
2017Brand 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
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