The influence of online communication, word of mouth and virtual community on online brand equity
نویسندگان
چکیده
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 was conducted and the results suggested that online communication tools can be used to establish brand awareness and brand image; while virtual community is a useful tool to create brand loyalty. Finally, word of mouth had significant effect on perceived quality.
منابع مشابه
بررسی تأثیر ادراک مصرفکنندگان نسبت به اخلاق خرده فروشی آنلاین بر ارزش ویژه برند(مطالعه موردی: فروشگاه اینترنتی دیجی کالا)
The rapid growth of e-commerce and the ever-increasing rise of online businesses have led to increased consumer concerns over ethical issues surrounding online shopping. By accepting the Internet as a source for retail, ethical issues related to the use of the Internet have created serious concerns for consumers and new challenges for activists in this area. These unethical activities influence...
متن کاملFactors Affecting Online Communication Due to Social Networks on Loyalty of Tourism Services Customers (Case Study: District 22 of Tehran)
Today, the Internet and virtual networks have become a major part of many peoplechr(chr('39')39chr('39'))s daily lives, and social networking sites attract millions of people from all over the world, so word of mouth has shifted to the digital world. The present study was written to identify the impact of factors affecting online referral communication in social networks on the loyalty of touri...
متن کاملBusiness engagement on Twitter: a path analysis
Social media services, such as Twitter, enable commercial businesses to participate actively in online wordof-mouth communication. In this project, we examined the potential influences of business engagement in online wordof-mouth communication on the level of consumers’ engagement and investigated the trajectories of a business’ online word-of-mouth message diffusion in the Twitter community. ...
متن کاملOnline 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 کاملA Study on Effect of Online Word-Of-Mouth in Accordance With Customer Brand Relationship Quality
People could be influenced by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude. However, recently people consider others' experiences or feelings written online due to the development of internet. Those kinds of information were called as 'Online word of...
متن کامل