Brand Community Motives and Engagement: The Impact of Gender

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2023-12-31 DOI:10.1080/15332861.2023.2298582

Matti Haverila, Caitlin McLaughlin, Kai Haverila, Nashwa Nader

引用次数: 0

Abstract

Brand communities are of great interest to marketers, and motivating participation in these communities has been explored from many different perspectives. The current study examined how men and wo...

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品牌社区动机与参与：性别的影响

品牌社区引起了营销人员的极大兴趣，人们从不同角度探讨了参与这些社区的动机。本研究探讨了男性和女性如何参与品牌社区。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.