Testing an extended model of consumer behavior in the context of social media-based brand communities |
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Affiliation: | 1. Department of Marketing, California State University, Fullerton, 800N State College Blvd., Fullerton, CA, 92831, United States;2. Department of Marketing, John Molson School of Business, Concordia University, 1455 de Maisonneuve West, Montréal, Québec, H3G 1M8 Canada;3. Department of Business Management, State University of New York Polytechnic Institute, Donovan Hall 1264, 100 Seymour Road, Utica, NY, 13502, USA;1. School of Management, Jinan University, China;2. School of Management, Shanghai University, China;3. Department of Marketing, School of Business Administration, Guangdong University of Finance & Economics, Guangzhou, Guangdong, China |
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Abstract: | Due to the benefits of brand community initiatives and the potential advantages of social media, many marketing managers made significant investments in building brand communities based on social media. A noticeable issue is how to measure the success of such investments in ways that are understandable and comparable to other marketing initiatives. To address this issue, it is essential to understand how social media-based brand communities influence customers' perceptions and behaviors. The purpose of this article is to develop and estimate an extended model of how different aspects of customers' relationships with such communities influence their perceptions and behaviors. The paper describes a way a customer's identification with a brand influences relationships with brand community elements, brand community markers, and ultimately brand relationship quality and brand loyalty. Then using a large sample of brand community members in social media and structural equation modeling, the authors estimate how social media-based brand communities influence brand relationship quality and brand loyalty. Managerial implications are discussed. |
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Keywords: | Brand community Social media Brand community markers Customer centric model Value creation practices Brand loyalty |
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