How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital
نویسندگان
چکیده
منابع مشابه
Online Social Networks: An Online Brand Community Framework
This article explores the various stances and ideas that firms must both heed and consistently adapt to in the perpetuation of the Web 2.0 phenomenon of online social networks (OSNs). Within the article, the sociological implications of OSNs are explored before discussing various strategies, opportunities, and problems that are associated with the continued growth of OSNs within and outside of ...
متن کاملthe influence of social and cultural capital on efl students critical thinking skills
the major aim of this study was to investigate the relationship between social and cultural capital and efl students’ critical thinking skills. this study takes this relationship in to account to see if people with different sociocultural status are different regarding their critical thinking skills. to this end, 160 university students majoring in english language and literature, english trans...
15 صفحه اولOnline Community and Democracy
The debate over the contribution of the Internet to democracy is farfrom settled. Some point to the empowering effects of online discussionand fund raising on recent electoral campaigns in the US to argue thatthe Internet will restore the public sphere. Others claim that the Internetis just a virtual mall, a final extension of global capitalism into everycorner of our lives. This paper argues f...
متن کاملThe influence of online communication, word of mouth and virtual community on online brand equity
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...
متن کاملThe roles of brand community and community engagement in building brand trust on social media
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 ...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Theoretical and Applied Electronic Commerce Research
سال: 2021
ISSN: 0718-1876
DOI: 10.3390/jtaer16040052