The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-12-13 DOI:10.1080/15332861.2021.2011597

C. Valmohammadi, Roghayeh Taraz, Rasoul Mehdikhani

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引用次数: 4

Abstract

Abstract Today, companies must create brand community identification on social media in order to transition from traditional marketing to online marketing. This transition can increase advertising in online platforms, the customers’ trust in the brand and, ultimately, their refusal to buy and use rival brands in competitive online environments. This study investigates the effects of brand community identification on consumer behavior of online brand communities which consists of social media community users. The sample size includes 245 observations (Facebook, Instagram, and other social networks users) in Iran. After an in-depth review of the relevant literature, a conceptual model was developed and the proposed hypotheses were tested using Structural Equation Modeling technique. Results indicate that brand community identification in online brand communities has important and different effects on customer behavior, so companies could use it to support their online marketing strategies. Ultimately, companies would be able to create a unique sense in customers who avoid buying and using competitor brands.

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品牌社群认同对线上品牌社群消费者行为的影响

今天，企业必须在社交媒体上创建品牌社区识别，以便从传统营销过渡到在线营销。这种转变可以增加在线平台上的广告，增加客户对品牌的信任，最终，他们拒绝在竞争激烈的在线环境中购买和使用竞争对手的品牌。本研究探讨品牌社群认同对社交媒体社群使用者组成的线上品牌社群消费者行为的影响。样本量包括伊朗的245个观察结果(Facebook、Instagram和其他社交网络用户)。在深入回顾相关文献后，我们建立了一个概念模型，并使用结构方程建模技术对提出的假设进行了检验。结果表明，在线品牌社区中的品牌社区认同对客户行为具有重要的不同影响，因此企业可以利用它来支持其在线营销策略。最终，公司将能够在避免购买和使用竞争对手品牌的客户中创造一种独特的感觉。

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.