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Your search keyword '"*BRAND communities"' showing total 2 results
Start Over Descriptor "*BRAND communities" Topic customer relations Topic online social networks
2 results on '"*BRAND communities"'

1. THE ROLE OF GAMIFIED CUSTOMER BENEFITS IN PURSUING CUSTOMERS' LOYALTY: A MEDIATED ROLE OF CUSTOEMR ENGAGEMENT.

Author

Ali, Muhammad Qasim and Sharif, Muhammad Suhail

Subjects
*BRAND communities, *CUSTOMER loyalty, *SOCIAL media, *ONLINE social networks, *CONSUMERS, *CUSTOMER relations
Abstract

The social media platforms have become progressively vital in modern era as a means of interacting with consumers and as a means for marketers to focus on online social networks so as to foster loyalty of brands. Purpose of this study is to analyze the causal relationship among the characteristics of gamified customer benefits (epistemic benefits, social integrative benefits, personal integrative benefits and hedonic benefits), customer engagement and customer loyalty with respect to online brand communities on social media platforms. This study also analyzes the mediating role of customer engagement between gamified customer benefits and customer loyalty. Data is collected from 250 individuals and Smart PLS-4 is used to empirically test the hypothesis. Results reveals that epistemic benefits, social integrative benefits and hedonic benefits has positive and significant impact of customer engagement and customer loyalty while personal integrative benefits shows insignificant impact on customer engagement and loyalty. This study shows mediating role of customer engagement amid gamified customer benefits and customer loyalty. Thus, this study may help brand managers to better understand role of gamified customer benefits with customer engagement and customer loyalty. [ABSTRACT FROM AUTHOR]

Published
2024
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2. ONLINE BRAND COMMUNITIES IN SOCIAL COMMERCE: IDENTIFYING FACTORS AFFECTING CUSTOMER ENGAGEMENT.

Author

Bayraktar, Pelin and Yıldırım, Sevgi Özkan

Subjects
*ELECTRONIC commerce, *SOCIAL media, *ONLINE social networks, *INFORMATION sharing, *CUSTOMER relations, *BRAND loyalty, *BRAND communities, *BRANDING (Marketing)
Abstract

Social commerce is defined as a new wave of e-commerce in which traditional e-commerce is mediated by social media and social networking services in order to promote online transactions and shopping-related information exchanges. One of the main application of social commerce is 'online brand communities'. Although utilization of social media in order to advance customer brand engagement has proliferated significantly in recent years, most of the companies do not meet the expected level of engagement of their customers. Overall, the key factors that could explain customer engagement are not yet thoroughly identified. Therefore, the current study develops a conceptual customer engagement model that aims to explain customer engagement in online brand communities. Customer engagement in brand social media is related to interactions and communications with the brand and other customers. In this study, the antecedents and outcomes of customer engagement dimensions will be investigated. As different dimensions of engagement can be influenced by factors from different aspects, it is important to cover as many categories as possible. Therefore, the model includes various factor categories including social, brand related, self-oriented and contend related factors drawn from relevant literature. The research instrument was designed, and a pilot study was conducted with 75 participants to assure content validity and to test reliability. The paper contributes to understanding the factors influencing each dimension of customer engagement to brand communities. [ABSTRACT FROM AUTHOR]

Published
2019

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