This study examines value creation practices affect customers’ participation in online brand communities that in turn influence customer relationship. We conceptualize social media technology use with two components—content management and social media analytics following the knowledge management literature. Online survey matched with objective data from online platform will be employed to test research model. Partial Least Squares will be used to estimate the coefficients. It is expected to make three contributions: 1) we adapt value creation practices to the context of online brand communities; 2) we provide conceptualization of social media technology use and distinguish two components of the focal technology; 3) we theorize moderating ef...
Social media platforms help brands connect with their customers online, and a social media -based br...
Social media based brand communities are communities initiated on the platform of social media. In t...
Background: The importance of brand communities is increasing as managers have understood the benefi...
As the clout of social networking is growing, brand managers are exploring diversified marketing str...
Online brand community refers to a specialized, non-geographically bound, online group of consumers,...
We are living in a world where digitalization has affected our way to communicate, as well as the wa...
This research examines the effects of social media brand–consumer interactions on three types of cus...
In today’s competitive markets, companies are increasingly using online brand communities as marketi...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
Brand performance is shown how much a business is successful in the market for profitability and des...
This paper aims at examining the mediating role of online based-brand community (OBBC) through socia...
Today, organizations require additional efforts to develop new streams of revenue as competition is ...
In recent years, with the widespread application of mobile internet and the rapid development of soc...
This study integrates theoretical concepts adopted from social influence theory, co-creation practic...
Social media has provided both companies and customer with new opportunities. Customers are increasi...
Social media platforms help brands connect with their customers online, and a social media -based br...
Social media based brand communities are communities initiated on the platform of social media. In t...
Background: The importance of brand communities is increasing as managers have understood the benefi...
As the clout of social networking is growing, brand managers are exploring diversified marketing str...
Online brand community refers to a specialized, non-geographically bound, online group of consumers,...
We are living in a world where digitalization has affected our way to communicate, as well as the wa...
This research examines the effects of social media brand–consumer interactions on three types of cus...
In today’s competitive markets, companies are increasingly using online brand communities as marketi...
Objective: Companies are realizing the potential of the online brand community to increase consumer ...
Brand performance is shown how much a business is successful in the market for profitability and des...
This paper aims at examining the mediating role of online based-brand community (OBBC) through socia...
Today, organizations require additional efforts to develop new streams of revenue as competition is ...
In recent years, with the widespread application of mobile internet and the rapid development of soc...
This study integrates theoretical concepts adopted from social influence theory, co-creation practic...
Social media has provided both companies and customer with new opportunities. Customers are increasi...
Social media platforms help brands connect with their customers online, and a social media -based br...
Social media based brand communities are communities initiated on the platform of social media. In t...
Background: The importance of brand communities is increasing as managers have understood the benefi...