دانلود و نمایش مقالات مرتبط با Online brand communities::صفحه 1
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نتیجه جستجو - Online brand communities

تعداد مقالات یافته شده: 11
ردیف عنوان نوع
1 Does gamification affect brand engagement and equity? A study in online brand communities
آیا بازی سازی بر تعامل و ارزش سهام برند تأثیر می گذارد؟ مطالعه در مجامع برندهای آنلاین-2020
Gamification has become a popular technique in marketing. Many companies believe that gamification can potentially increase the engagement, awareness and loyalty of consumers with respect to the brand. However, there is current dearth of empirical evidence supporting these beliefs beyond the pervasive hype. In this study we investigated the relationships between gamification, brand engagement and brand equity among consumers (N = 824) of two online gamified brand communities. The results showed that achievement and social interaction -related gamification features were positively associated with all three forms of brand engagement (emotional, cognitive and social). Immersion -related gamification features were only positively associated with social brand engagement. Additionally, brand engagement was further positively associated with brand equity. The results imply that gamification can positively affect brand engagement and further increase brand equity, and that gamification appears to be an effective technique for brand management.
Keywords: Gamification | Engagement | Community | Brand | Social commerce | Marketing
مقاله انگلیسی
2 آیا بازی سازی بر ارزش و مشارکت برند تاثیر می نهد؟ مطالعه جوامع برند آنلاین
سال انتشار: 2020 - تعداد صفحات فایل pdf انگلیسی: 12 - تعداد صفحات فایل doc فارسی: 44
بازی سازی به تکنیک شناخته شده ای در بازاریابی تبدیل شده است. بسیاری از شرکت ها معتقدند که بازی سازی می تواند به طور بالقوه مشارکت، آگاهی و وفاداری مصرف کنندگان را با توجه به برند ارتقا دهد. به هر حال، شواهد تجربی کمی وجود دارد که این عقاید را پشتیبانی کند. در این مقاله، به بررسی روابط بین بازی سازی، مشارکت برند و ارزش برند در بین مصرف کنندگان (تعداد=824) دو جامعه برند بازی آنلاین می پردازیم. نتایج نشان داد که دستیابی و تعامل اجتماعی مربوط به ویژگی های بازی سازی رابطه مثبتی با تمامی شکل های مشارکت برند (عاطفی، شناختی و اجتماعی) داشتند. به علاوه، مشارکت برند رابطه مثبت با ارزش برند داشت. نتایج بدین مفهوم است که بازی سازی تاثیر مثبت بر مشارکت برند داشته و ارزش برند را افزایش می دهدو به نظر می رسد بازی سازی تکنیک موثر برای مدیریت برند محسوب گردد.
واژگان کلیدی: بازی سازی | مشارکت | جامعه | برند | تجارت اجتماعی | بازاریابی
مقاله ترجمه شده
3 Brands as relationship builders in the virtual world: A bibliometric analysis
مارک ها به عنوان سازندگان روابط در دنیای مجازی: یک تحلیل کتابشناختی-2020
Given the growing role of brands as relationship partners and relationship facilitators and the pre-eminence of the online environment for consumers, this article contributes to the understanding of virtual brand-centric relationships by presenting the first bibliometric mapping analysis of the academic research into the topic from its conception until 2018. Using keyword co-occurrence, it examines 585 records and identifies the most productive countries, journals, influential authors and papers, and research clusters. With 96% of the published records appearing between 2010 and 2018, this analysis revealed that the field is emergent. The research primarily originates from authors based in the USA, China and the UK. It also is highly fragmented, with papers being published in information management and marketing/branding journals, with cross-citations lacking. In addition, its foundations rest on a small number of works published in a handful of journals by just a few academics. The analysis also identified three main clusters of keywords: (a) identity, feelings and relationship outcomes; (b) relational elements; and (c) relationship facilitation. This bibliometric analysis brings insights together from different research streams, adds to the categorization of the literature on the topic, and provides promising future research directions in terms of research areas and strategies.
Keywords: Bibliometric analysis | Bibliographic coupling | Brand relationships | Keyword co-occurrence | Online brand communities | VOSviewer
مقاله انگلیسی
4 تصور و اعتبار سنجی ساختار سرمایه اجتماعی در جوامع آنلاین برند مبتنی بر مصرف کننده
سال انتشار: 2019 - تعداد صفحات فایل pdf انگلیسی: 8 - تعداد صفحات فایل doc فارسی: 21
سرمایه اجتماعی نقش مهمی در درک روابط جامعه آنلاین در زمینه بازاریابی دارد. با این حال، ساختار سرمایه اجتماعی در زمینه جوامع برند آنلاین توسط مصرف کننده مورد مطالعه قرار نگرفته است. در این مقاله یک مدل از سرمایه اجتماعی در جامعه برند آنلاین مبنی بر مصرف کننده به عنوان یک سازه نهان انعکاسی مرتبه بالاتر با چهار بعد مرتبه اول توسعه یافته است. پاسخ های 353 عضو از 35 جامعه برند آنلاین مبنی بر مصرف کننده فولکس واگن در چین با استفاده از مدل معادلات ساختاری به دست آمده و مورد تجزیه و تحلیل قرار گرفته است.
کلید واژه ها: سرمایه اجتماعی | جوامع آنلاین برند | جوامع برند آنلاین مبتنی بر مصرف کننده | شبکه های اجتماعی
مقاله ترجمه شده
5 Consumer engagement in an online brand community
مشارکت مصرف کننده در یک انجمن برند آنلاین-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 identifica tion, and satisfaction, and others that have received little or no research attention, including the OBC sponsor’s opportunism, sponsor’s control, and OBC experience, with OBC engagement playing a key role. The conceptual model has been tested by applying structural equation modelling to a database of 628 consumers belonging to over 260 different online brand communities OBC from diverse economic sectors: for example, brands involving sports (Adidas and Nike), fashion (Mango, Stradivarius and Zara) and technology (Apple, Samsung and Sony). In general, the authors conclude the importance of engagement in explaining a member’s involvement in a community, and the important role played by antecedents such as online brand community experience and trust, not only directly but also indirectly via identification with the community. The results confirm the influence of engagement upon a member’s participation in a community. Our study supports this direction of the relationship over the reverse – participation engagement – as suggested by other previous works. With regard to the antecedents of trust in the online brand community, it has been concluded that using the community for mainly commercial purposes has a negative effect.
Keywords: Brand engagement | Community sponsor | Consumer engagement | Online brand communities | Participation engagement | Structural equation modeling | Survey research
مقاله انگلیسی
6 Branding co-creation with members of online brand communities
ایجاد ارتباط با اعضای جوامع برند آنلاین-2017
This article looks at the co-creation of value in the branding process with members of online communities. Three online communities in Iran are analyzed through 45 interviews with members along with three interviews with top managers of the three brands of these communities. A content analysis shows a clear process in that the social interactions of customers in online brand communities with their favorite brands help develop relationship quality and increase customer brand loyalty. The findings suggest that firms may develop their branding strategies using social media and online brand communities through relationship marketing by using an online co-creation strategy. The findings also serve to inform practitioners of the impact of social media on branding and how they can best facilitate these brand relationships.
Keywords: Branding co-creation | Social media | Relationship marketing | Trust | Commitment | Loyalty
مقاله انگلیسی
7 Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach
ترویج مشارکت مستمر عضو در جوامع برند آنلاین میزبانی شرکت: رویکرد اجتماعی سازمانی-2017
In the age of social media, an increasing number of firms have begun to host online brand communities (OBCs) to strengthen their relationship with their consumers. Despite the popularity of firm-hosted OBCs, building a suc cessful online brand community is still a challenge for every firm because of the nature of voluntary participation. This paper introduces an organizational socialization approach to promote sustained member participation, a de ciding factor for the success of online communities. Based on theory of organizational socialization, this study identifies three typical socialization tactics employed by sponsors of OBCs (i.e., member education, interaction support, and participation feedback). Further, we present an empirical study to examine their effects on mem bers membership continuance intention using the data collected from several firm-hosted OBCs. The mediator role of community identification and the moderator role of membership duration are investigated, and theoret ical and managerial implications for community management are discussed.
Keywords: Firm-hosted online brand community | Socialization | Member education | Interaction support | Participation feedback
مقاله انگلیسی
8 The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm
تاثير ويژگي هاي جامعه با نام تجاری انلاین در تعامل با مشتري: کاربرد پارادايم پاسخگویی به محرک-سازمان-2017
The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique charac teristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the stron gest influence. Customer engagement also exhibits a strong positive impact on brand loy alty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engage ment was invariable across male and female members.
Keywords: Online brand community | Information quality | System quality | Virtual interactivity | Rewards | Customer engagement | Brand loyalty
مقاله انگلیسی
9 Relationship formation within online brand communities: Bridging the virtual and the real
شکل گیری ارتباط در جوامع برند آنلاین: پل زدن مجازی و واقعی-2017
To increase competitiveness, companies are increasingly using online brand communities (OBCs) to cocreate value for themselves and their consumers; however, evidence of the effectiveness of OBCs as a marketing tool remains mostly anecdotal. This study developed a framework for examining how the cocreation of value in OBCs can extend and improve brand relationships between corporations and consumers through combination with the integration of online and offline relationships. Sample 1, comprising 450 respondents, was used to investigate second-order OBC value cocreation and total measurement models. Sample 2, comprising 418 respondents, demonstrated that OBC value cocreation directly benefits consumer OBC commitment, thereby directly enhancing offline brand relationship quality (BRQ) and brand commitment as well as indirectly enhancing brand loyalty, and that BRQ directly benefits brand commitment and brand loyalty. This paper presents the research and managerial impli cations of these findings, as well as limitations and future research directions.
Keywords: Online brand community | Value cocreation | Brand relationship model | Brand relationship quality
مقاله انگلیسی
10 اثر حمایت اجتماعی بر رضایت و رفتار شهروندی مصرف کننده در جوامع تجاری درون خطی: نقش تعدیل کننده منبع حمایتی
سال انتشار: 2016 - تعداد صفحات فایل pdf انگلیسی: 7 - تعداد صفحات فایل doc فارسی: 26
مصرف کنندگان غالباً به جوامع تجاری درون خطی می پیوندند تا زمانی که با مشکلات تولیدی مواجه شدند، از سوی دیگران تحت حمایت قرار گیرند. برخی از مصرف کنندگانی که حمایت اجتماع مطلوبی دریافت می کنند، رفتار شهروندی یک مصرف کننده را بروز می دهند. این مقاله، یک مدل نظری را برای بررسی اینکه چگونه حمایت اجتماعی از سوی شرکت های حاضر در جوامع تجاری درون خطی بر رفتار شهروندی مصرف کننده از طریق رضایت مصرف کننده تاثیر می گذارد، توسعه می دهد. علاوه بر این، نقش تعدیل کننده منبع حمایتی (یعنی، شرکت ها و دیگر مصرف کنندگان) اندازه گیری شده است. مدل تحقیق با استفاده از تکنیک حداقل مربعات جزئی آزمایش شده است. نتایج نشان می دهند که حمایت اطلاعاتی و عاطفی از طریق ارائه بازخورد به شرکت، توصیه ها و کمک به دیگر مصرف کنندگان به طور قابل توجهی بر رفتار شهروندی مصرف کننده از طریق رضایت مصرف کننده در جوامع تجاری درون خطی تاثیر می گذارد. علاوه بر این، حمایت اطلاعاتی و عاطفی از سوی شرکت ها و دیگر مصرف کنندگان، تاثیرات مختلفی بر رضایت مصرف کننده می گذارد.
کلید واژه ها: جامعه تجاری درون خطی | حمایت اجتماعی | حمایت اطلاعاتی | حمایت عاطفی | رضایت مصرف کننده | رفتار شهروندی مصرف کننده
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