دانلود رایگان مقاله لاتین جوامع برند آنلاین از سایت الزویر
عنوان فارسی مقاله:
ترویج مشارکت مستمر شرکت در جوامع برند آنلاین شرکت میزبانی شده: رویکرد اجتماعی شدن سازمانی
عنوان انگلیسی مقاله:
Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach
سال انتشار : 2016
برای دانلود رایگان مقاله جوامع برند آنلاین اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Theoretical background and hypotheses
2.1. Firm-hosted OBCs Brand community is defined as a “specialized, non-geographically bound community, and based on a structured set of social relationships among admirers of a branded good or service” (Muniz & O'Guinn, 2001, p. 412). Many brand communities are built online with the development of social media. These communities are often referred to as OBCs. As OBCs provide a perfect platform for service support, information exchange, and customer education, firms increasingly adopt them as an important marketing tool. To reap the value of OBCs, many firms now make great efforts to maintain OBCs. These efforts usually entail initiating brand events, replying to members' posts, offering the newest product information, rewarding members, and so on (Homburg et al., 2015). Although firms' efforts in managing OBCs are ubiquitous, previous research on OBCs has been mainly interested in understanding customers within these communities, including the motivational drivers of consumer participation (Brodie, Ilic, Juric, & Hollebeek, 2013; Jeppesen & Frederiksen, 2006; Zhou, Wu, Zhang, & Xu, 2013) and the outcome of this participation (Adjei, Noble, & Noble, 2010). The role of firms' community management has received much less attention as shown in Table 1.
برای دانلود رایگان مقاله جوامع برند آنلاین اینجا کلیک نمایید.
کلمات کلیدی:
22222
