Retaining consumer engagement in online retail brand communities

被引：3
|
作者：
Wong, Amy [1 ]
Chung, S. W. [1 ]
机构：
[1] Singapore Univ Social Sci, Sch Business, Singapore, Singapore
来源：
INTERNATIONAL JOURNAL OF RETAIL & DISTRIBUTION MANAGEMENT | 2022年
关键词：
Engagement; Commitment; Online brand communities; SOCIAL MEDIA; SCALE DEVELOPMENT; SELF-CONGRUITY; MODEL; COMMITMENT; FACEBOOK; BEHAVIOR; NETWORK; IMPACT; GRATIFICATIONS;
D O I：
10.1108/IJRDM-09-2021-0413
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
PurposeIntegrating uses and gratifications theory with social exchange theory, this study examines the antecedents of online brand community commitment and engagement and their impact on offline purchase intention.Design/methodology/approachPurposive sampling was used to administer an online survey to 205 members of a Facebook brand community of a global retailer.FindingsThe results verified the significant influence of online self-congruity on commitment and engagement and confirmed the full mediating role of engagement between commitment and offline purchase intention.Research limitations/implicationsThe study focused on a global chain retailer's peer-initiated online brand community as the focal data collection site.Practical implicationsThe findings provide several managerial implications that can help retailers understand consumer behaviors in peer-initiated online brand communities.Originality/valueThe study offers insights into the dynamics between individual and group characteristics in online brand communities.
引用
收藏
页码：1010 / 1026
页数：17
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