在线品牌社区参与和品牌传播：年龄、性别和会员数量的作用

IF 5.2 2区管理学 Q1 BUSINESS

Journal of Product and Brand Management Pub Date : 2024-03-19 DOI:10.1108/jpbm-02-2023-4373

Min Prasad Bhandari, Charan Bhattarai, Gary Mulholland

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引用次数: 0

摘要

目的本研究旨在探讨在线品牌社区（OBC）参与和品牌传播的关键作用：年龄、性别和会员数量的作用。研究结果研究结果表明，OBC 的参与提高了品牌传播率。具体而言，结果显示年龄、性别和 OBC 会员数量调节了 OBC 参与与品牌传播之间的关系。有趣的是，本研究发现，女性、年轻和低 OBC 追随者消费者比男性、年长和高 OBC 追随者消费者更能促进品牌传播。此外，年龄、性别和 OBC 会员人数作为 OBC 参与度与品牌传播（口碑推荐、品牌维护和未来购买）之间关联的调节因素也得到了验证。尽管研究结果表明，提高 OBC 参与度有助于品牌传播，但这种效应在女性、年轻和低 OBC 关注者中比男性、年长和高 OBC 关注者中更为明显。

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Online brand community engagement and brand evangelism: the role of age, gender and membership number

Purpose

This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

Design/methodology/approach

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

Findings

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

Originality/value

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

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来源期刊

Journal of Product and Brand Management Multiple-

CiteScore

10.90

自引率

19.60%

发文量

期刊介绍： Branding has evolved and organizations are facing a lot of new challenges when managing their brand reputations, an activity that has become strategic and interdisciplinary. The Journal of Product and Brand Management (JPBM) advances the theoretical and managerial knowledge of products and brands. Manuscripts may either report results based on rigorously analysed qualitative/quantitative data or be purely conceptual. All manuscripts must offer significant research findings and insights and offer meaningful implications for the real world. This journal is proudly international and inter-disciplinary. We publish manuscripts which compare international markets and encourage submissions approaching branding and product management from any discipline. We focus on all aspects of branding and product management from development to dilution. This includes areas as broad as person, place or political brands.