Results 21 to 30 of about 20,399 (264)
Organizations and Markets in Emerging Economies, 2019 The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities.
Ramūnas Časas +2 more
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Nostalgia in online brand communities [PDF]
Journal of Business Strategy, 2016 Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this ...
Koetz, Clara, Tankersley, John Daniel
openaire +2 more sources
Why do I engage? Gratifications of online brand communities on facebook [PDF]
The Retail and Marketing ReviewWith technology evolving, interactive marketing is evolving too, as we see a rise in online forums and platforms designed to facilitate consumer-brand interactions and translate these into sustainable consumer-brand relationships.
Abigale Sprighton +2 more
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Positive and Negative Behaviors of Oppositional Loyalty in Online Communities
IEEE Access, 2022 Based on the theories of moral identity, community engagement, emotional attachment, and brand loyalty, this study aims to explore oppositional loyalty’s driving factors and dimensional structure (the willingness to pay a price premium ...
Guo Cheng, Weiping Yu
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Triggers and Consequences of Awe in Online Brand Community
SAGE Open, 2022 As a common experience-based emotion, awe can easily arise within consumers who are immersed in an online brand community. On the basis of the awe prototype theory, this paper developed a research model involving community management authority ...
Jianbin Zhao, Zheng Li, Guobao Xiong
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THE INFLUENCE OF INTERNAL CORPORATE COMMUNICATION ON BRAND COMMUNITY
Journal Communication Spectrum, 2022 Many companies implement brand community strategies to increase brand loyalty and brand engagement. Previous research on the brand community has focused more on the marketing aspect, with consumers as the target audience of the strategy.
Ananda Fortunisa, Riska Dwinda Elsyah
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Jurnal Pariwisata Pesona, 2021 Online promotion is currently an alternative solution in marketing the products produced because, at this time, all community activities are carried out online in online media such as social media, television, or digital catalogs that display all ...
Syarif Hidayatullah +4 more
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Enhancing customer value co-creation through online brand interactivity: A comparative analysis of search-hedonic and experience-hedonic products [PDF]
Innovative MarketingThis study investigates how online brand interactivity fosters customer value co-creation, a collaborative process in which consumers actively contribute to co-creating value, by enhancing brand experiences at both individual and community levels ...
Rae Secioria +3 more
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MATEC Web of Conferences, 2017 This article explored the effect of instrumental interaction and relational interaction on consumer engagement (community engagement and brand engagement) among community members. The mediating effect of E-social capital was investigated as well.
Yan Bingsheng, Li Lihua, Sun Hongtao
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IEEE Access, 2021 Online brand communities have become a strong marketing tool for companies. However, passive members form the majority of these communities, and although it is recognized that passive members’ electronic word-of-mouth (eWOM) has a powerful impact ...
Liuliang Yuan +2 more
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