Valuing User Contribution on Virtual Brand Community
نویسندگان
چکیده
منابع مشابه
Advocacy participation and brand loyalty in virtual brand community
Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virt...
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As a result of storability restrictions, the price risk management of flow commodities (such as natural gas, oil, and electrical power) is by no means a trivial matter.To protect price spikes, consumers purchase diverse swing– type contracts, whereas contract writers try to hedge themselves by appropriate physical assets, for instance, using storage utilities, through transmission and/or produc...
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Brand attachment is a relationship between the enterprise and consumers which is of a higher level and stronger strength than repeated purchase behavior. Virtual brand community provides a medium of exchange for brand information, experience and feeling for customers, can supply extra brand involvement and brand value, and is an important carrier of the establishment of brand attachment relatio...
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Brand communities and social media often overlap. Social media is an ideal environment for building brand communities. However, there is limited research about the benefits and consequences of brand communities established on social media platforms. This study addresses this issue by developing a model depicting how consumers’ relationship with the elements of a brand community based on social ...
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Current study aims to investigate the possible factors that influence online brand equity, which was measured by brand awareness, perceived quality, brand association and brand loyalty. The three predictors included in the research framework are online communication tools (which include online advertising and e-mail marketing), word of mouth and virtual community. An online questionnaire survey...
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ژورنال
عنوان ژورنال: The Open Cybernetics & Systemics Journal
سال: 2016
ISSN: 1874-110X
DOI: 10.2174/1874110x01610010112