Results 21 to 30 of about 13,517,069 (286)

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
doaj   +1 more source

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, Muhammad Hashim, Sajjad Ahmad Baig, Muhammad Nazam   +3 more
doaj   +1 more source

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, Tengku Ezni Balqiah   +1 more
doaj   +1 more source

Modelling the Effects of Social Media–based Brand Communities on Brand Trust, Brand Equity and Consumer Response

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, Monika Sirothiya, Sindhu R. Menon, Vishwanatha M R   +3 more
doaj   +1 more source

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, Abdul Bashiru Jibril, Sulemana Bankuoru Egala, Solomon A. Keelson   +3 more
doaj   +1 more source

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 Review
With 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, Dr Danita van Heerden, Dr Jade Verbeek   +2 more
doaj   +1 more source

LITERATUR REVIEW BRAND LOYALTY MELALUI BRAND COMMUNITY ONLINE [PDF]

, 2023
Brand loyalty merupakan salah satu kunci dari sebuah brand dapat bertahan di persaingan pasar. Tujuan studi ini adalah untuk menjelaskan pengembangan permodelan brand loyalty yang dikembangkan melalui brand community online melalui tinjau literatur ...
Damayanti, Dhita Dhora
core   +1 more source

Consumer engagement in an online brand community

Electronic Commerce Research and Applications, 2017
This research aims to explain members’ online brand community (OBC) engagement and participation based on their relationships with other members and with the community sponsor. It proposes a conceptual model integrating variables that have been studied in previous research on brand trust, OBC identification, and satisfaction, and others that have ...
Francisco José Martínez-López, Rafael Anaya-Sánchez, Sebastian Molinillo, Rocío Aguilar-Illescas, Irene Esteban-Millat   +4 more
openaire   +1 more source

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
doaj   +1 more source