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Brand Community 品牌社区
Cascade Journal of Knowledge Pub Date : 2020-10-01 DOI: 10.46290/cjok000006
Matti J. Haverila
{"title":"Brand Community","authors":"Matti J. Haverila","doi":"10.46290/cjok000006","DOIUrl":"https://doi.org/10.46290/cjok000006","url":null,"abstract":"The purpose of this presentation is to discuss brand communities. Starting with the definition, the presentation will describe the meaning of the Internet for the emergence of brand communities. Information and communication flows in brand communities will also be discussed. A practical example will be provided in which the various roles of brand community members will be described. In addition, the popularity of brand communities among the top 100 leading brands in the world will be revealed. Before conclusions, the benefits of brand communities for consumers and companies will be discussed.","PeriodicalId":185413,"journal":{"name":"Cascade Journal of Knowledge","volume":"69 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2020-10-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"126035619","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
An Application of the Technology Acceptance Model to Individual Protective Measures (IPMs) Against Viruses 技术接受模型在个体病毒防护措施中的应用
Cascade Journal of Knowledge Pub Date : 1900-01-01 DOI: 10.46290/cjok000013
Matti J. Haverila, S. Husain
{"title":"An Application of the Technology Acceptance Model to Individual Protective Measures (IPMs) Against Viruses","authors":"Matti J. Haverila, S. Husain","doi":"10.46290/cjok000013","DOIUrl":"https://doi.org/10.46290/cjok000013","url":null,"abstract":"This presentation describes Technology Acceptance Model (TAM) when using individual protective measures (IPMs) against the spreading of viruses like COVID-19. The constructs in TAM are perceived usefulness, and ease of use, attitude towards the use of IPMs and the actual use as well as social influence, which were measured with relevant indicator variables. The statistical method used in the analysis was Partial Least Squares Structural Equation Modelling (PLS-SEM). IPMs include personal protective measures for everyday use (e.g., voluntary home isolation, respiratory etiquette, and hand hygiene); Personal protective measures for influenza pandemics (e.g., voluntary home quarantine, and use of face masks in community settings); and Environmental measures (e.g., routine cleaning of frequently touched surfaces). The results indicate that all relationships were significant also so that the effect sizes were large to medium with the exception of social influence -> perceived usefulness and social influence -> attitude towards usage.","PeriodicalId":185413,"journal":{"name":"Cascade Journal of Knowledge","volume":"105 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"1900-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"121012912","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
引用次数: 0
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