The Roles of Community Engagement and Brand Community Types in Building Brand Trust on Social Media Based Brand Communities
نویسندگان
چکیده
منابع مشابه
The 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 ...
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Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study wit...
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ژورنال
عنوان ژورنال: International Journal of Business Studies
سال: 2020
ISSN: 2622-4585,2580-0132
DOI: 10.32924/ijbs.v4i1.100