Do Product Characteristics Affect Customers’ Participation in Virtual Brand Communities? An Empirical Study
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DOI: 10.3389/fpsyg.2021.792706
Abstract: The virtual brand community has become an important marketing tool for companies. A successful brand community marketing strategy should attract a large number of consumers. Although past studies have revealed consumer motivations for participating in… read more here.
Keywords: virtual brand; product; brand; participate brand ... See more keywords
Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
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DOI: 10.3389/fpsyg.2022.865646
Abstract: With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks… read more here.
Keywords: brand loyalty; virtual brand; community; brand ... See more keywords
Research on the Impact of Intercustomer Social Support on Customer Engagement Behaviors in Virtual Brand Communities
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DOI: 10.3390/bs13010031
Abstract: Customer engagement behavior is a key factor in promoting the sustainable growth of virtual brand communities. Despite the extensive research on the antecedents of customer engagement behaviors, the influence of intercustomer social support remains a… read more here.
Keywords: engagement behaviors; virtual brand; customer engagement; support ... See more keywords