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
相关论文
共 50 条
  • [1] Research on the relationship of online brand community engagement and consumer brand engagement
    Yuan, Denghua
    Wu, Qiulin
    [J]. INTERNATIONAL JOURNAL OF PSYCHOLOGY, 2023, 58 : 275 - 276
  • [2] Consumer engagement in an online brand community
    Martinez-Lopez, Francisco J.
    Anaya-Sanchez, Rafael
    Molinillo, Sebastian
    Aguilar-Illescas, Rocio
    Esteban-Millat, Irene
    [J]. ELECTRONIC COMMERCE RESEARCH AND APPLICATIONS, 2017, 23 : 24 - 37
  • [3] Consumer Engagement in an Online Brand Community
    Kurikko, Hanna
    Tuominen, Pekka
    [J]. EURASIAN BUSINESS PERSPECTIVES, 2020, 12 (02): : 159 - 167
  • [4] The Role of Online Brand Community Engagement on the Consumer-Brand Relationship
    Martinez-Lopez, Francisco J.
    Aguilar-Illescas, Rocio
    Molinillo, Sebastian
    Anaya-Sanchez, Rafael
    Andres Coca-Stefaniak, J.
    Esteban-Millat, Irene
    [J]. SUSTAINABILITY, 2021, 13 (07)
  • [5] Research on Motivations of Consumer Engagement in Online Brand Community
    Li, Dahai
    [J]. MECHATRONICS AND INDUSTRIAL INFORMATICS, PTS 1-4, 2013, 321-324 : 3017 - 3021
  • [6] The impact of influencer-sourced brand endorsement on online consumer brand engagement
    Gupta, Shiromani
    Mahajan, Rachna
    Dash, Satya Bhusan
    [J]. JOURNAL OF STRATEGIC MARKETING, 2023,
  • [7] The impact of brand connectedness on consumer engagement behavior in the social media brand community
    Luo, Gongli
    Hao, Junying
    Ma, He
    [J]. JOURNAL OF RESEARCH IN INTERACTIVE MARKETING, 2024,
  • [8] Consumer engagement in online brand communities: Community values, brand symbolism and social strategies
    Pan, Haili
    [J]. Interdisciplinary Journal of Information, Knowledge, and Management, 2020, 15 : 65 - 90
  • [9] The impact of eWOM on consumer brand engagement
    Srivastava, Mukta
    Sivaramakrishnan, Sreeram
    [J]. MARKETING INTELLIGENCE & PLANNING, 2021, 39 (03) : 469 - 484
  • [10] THE IMPACT OF GAMIFICATION ON CONSUMER BRAND ENGAGEMENT
    Gatautis, Rimantas
    Banyte, Jurate
    Piligrimiene, Zaneta
    Vitkauskaite, Elena
    Tarute, Asta
    [J]. TRANSFORMATIONS IN BUSINESS & ECONOMICS, 2016, 15 (01): : 173 - 191
12345