The Impact Mechanism of Online Brand Community Engagement on Consumer Brand Engagement

被引：0
|
作者：
Yuan, Denghua [1 ]
Wu, Qiulin [1 ]
Zhu, Liye [1 ]
机构：
[1] Guangdong Univ Foreign Studies, Guangzhou, Peoples R China
来源：
2019 AIB SOUTHEAST ASIA REGIONAL CONFERENCE: US-CHINA TRADE WAR, DEGLOBALIZATION, AND INTERNATIONAL BUSINESS (AIBSEAR) | 2019年
关键词：
Online Brand Community Engagement; Consumer Brand Engagement; Social Identity; CUSTOMER ENGAGEMENT; SCALE DEVELOPMENT;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
Study 1 constructed a causal chain with community identity as a mediator in the impact of OBCE on CBE. The results validated that the impact of OBCE on CBE is significant with brand community identity as mediator. Study 2 is conducted to validate the result of Study 1 with text analysis of CBE. The findings revealed that: (1) the consumers with higher level of OBCE tend to engage into the focal brand more deeply, and the peer attention moderates the effect of OBCE on CBE; (2) the users with different OBCE level deliver different CBE contents on the brand community.
引用
收藏
页码：1046 / 1077
页数：32
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