The Moderating Role of Uncertainty Avoidance on Consumer Brand Engagement and Band Loyalty in Virtual Brand Communities
نویسندگان
چکیده
This study aims to investigate the role of consumer brand engagement (CBE) in virtual communities regarding loyalty attitudes and uncertainty avoidance. Data set 750 responses was collected from students NTU who joined any community on Facebook or Instagram. SPSS used for descriptive statistics SmartPLS 4.0 Structural Equation Modeling. The results revealed positive association identifications rewards CBE, a effect CBE loyalty. partial mediating between identification, reward Moreover, showed that culture is an important factor defining moderating avoidance paper among first provide empirical, practical insights into impact helpful managers concerned about attitude customers connected with online communities.
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ژورنال
عنوان ژورنال: E3S web of conferences
سال: 2023
ISSN: ['2555-0403', '2267-1242']
DOI: https://doi.org/10.1051/e3sconf/202340906016