Access the full text.
Sign up today, get unlimited access with DeepDyve Pro!
of consumer literacy in the virtual brand community , including brand knowledge, engagement skills, and conceptual knowledge, and obtained a scale with good reliability and validity. The results provide ...
The purpose of this paper is to identify how consumer engagement practices shape the dynamics of a soccer club virtual brand community.Design/methodology/approachA netnographic approach was employed ...
information sharing, brand positivity and virtual positive expression). Further, this study showed that OBA is conceptually different from consumer – brand engagement and electronic word-of-mouth.Research ...
marketing has emerged as a crucial tool for brand promotion and consumer interaction [1, 2]. However, with the imminent arrival of the 6th Generation (6G) Mobile Communication Technology, webcast marketing ...
Abstract With the aid of information technology, consumers have increasingly engaged in social interaction in online brand communities . How can these strangers make friends online? Drawing ...
currency and engage in Web 2.0 commerce. Deciding whether and how to integrate TAM with the trust and risk literature to predict consumer behavior in virtual environments. For this study, the structural ...
-commerce searches for product information, and then forms purchase behavior according to consumer needs (Yang et al., 2016) [8]. Businesses usually start with emotional communication , establish a closer ...
% of British participants indicated that consumer buying behavior was affected by greater access to information on organizations’ CSR-related activities [8]. Consequently, communication with stakeholders ...
and suggested further research, for example, to comprehensively investigate the offline brand trust in consumer technology usage. In this regard, researchers have made an effort to examine the function of offline ...
of virtual communities as a way of reinforcing their long-term viability. This article, by contrast, is an exploration of social interaction in virtual consumer communities that is motivated by status seeking ...
Access the full text.
Sign up today, get unlimited access with DeepDyve Pro!