عنوان انگلیسی مقاله:

 The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm

ترجمه عنوان مقاله: تاثیر ویژگی های جامعه با نام تجاری آنلاین در تعامل مشتری: کاربرد محرک ارگانیسم پاسخ پارادایم

رشته: بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 46 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the strongest influence. Customer engagement also exhibits a strong positive impact on brand loyalty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.

Keywords: Online brand community; Information quality; System quality; Virtual interactivity; Rewards; Customer engagement; Brand loyalty

مقدمه مقاله

Recent  advances  in  interactive  (digital)  technologies  have  given  rise  to  new  platforms  for information  sharing  and self-expression (Jang et al., 2008). People  are progressively  interacting on digital platforms to achieve personal as well as mutual objectives (Dholakia et al., 2004). As more  people  are  becoming  proficient  with  the  Internet, organizations  are  creating  online communities  to  engage  customers  with  them  and  with  each  other.  The  online  communities generally have a consumption activity or a brand as focal point. When a consumption activity is the  focal point, the online community  is termed as consumption community, signifying a group of individuals “held together through shared emotions, styles of life, new moral beliefs, senses of injustice  and  consumption  practices”    (Cova,  1997,  p.  301),  while  when  a  brand  is  the  focal point,  the  online  community  is  labeled  as  brand  community and  is  “an  enduring,  self-selected group  of  consumers,  who  accept  and  recognize  bonds  of  member ship  with  each  other  and  the brand” (Veloutsou and Moutinho, 2009, p. 316). 

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