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بررسی پیشایندها و پیامدهای مؤثر بر مشارکت اعضا در اجتماع مجازی برند در ایران (مورد مطالعه: اجتماع مجازی برند الیت) | ||
| فصلنامه علمی پژوهشی مدیریت برند | ||
| مقاله 5، دوره 3، شماره 1 - شماره پیاپی 5، اردیبهشت 1395، صفحه 119-150 اصل مقاله (6.52 M) | ||
| نوع مقاله: مقاله پژوهشی | ||
| شناسه دیجیتال (DOI): 10.22051/bmr.2017.8232.1052 | ||
| نویسندگان | ||
| راضیه فرجام فرد* 1؛ اسماعیل شاه طهماسبی2 | ||
| 1دانش پذیر مدیریت کسب وکار ،گروه مدیریت بازاریابی ،دانشگاه صنعتی امیرکبیر | ||
| 2دانش آموخته دکتری مدیریت بازاریابی بین الملل دانشگاه تربیت مدرس | ||
| چکیده | ||
| سازمانی که بتواند برند قوی و موفقی را در بستر مجازی بسازد؛ در عملکرد بازار خود موفق‌تر خواهد بود. یکی از مهم‌ترین جنبه‌های هر اجتماع مجازی برند، مشارکت فعال اعضای آن می‌باشد. با توجه به اهمیت میزان مشارکت اعضا در اجتماع مجازی برند، این پژوهش به بررسی پیشایندهای مؤثر بر مشارکت اعضا و نیز پیامدهای آن پرداخته است. تعداد 578 پرسشنامه به صورت آنلاین توسط اعضای اجتماع مجازی برند الیت تکمیل شد. برای بررسی روابط علت و معلولی بین متغیرها از نرم‌افزار لیزرل استفاده شده است. طبق نتایج به دست آمده منافع اجتماعی بر روی مشارکت فعالانه اعضا تأثیرگذار بوده است. همچنین مشارکت اعضا منجر به ایجاد حس آگاهی از هم نوع و آداب و رسوم مشترک شده است. منافع درک شده، آداب و رسوم مشترک بر روی حس وفاداری پایدار برند تاثیر مثبت داشته در حالی که حس آگاهی از هم نوع تاثیر منفی بر روی وفاداری پایدار برند داشته است. نوآوری این تحقیق، طراحی مدلی جدید با متغیرهایی است که در مدلهای پیشین به طور یک جا در نظر گرفته نشده است. | ||
| کلیدواژه‌ها | ||
| اجتماع مجازی برند؛ تعاملات مشتریان؛ منافع درک شده؛ وفاداری برند رقیب؛ وفاداری پایدار برند | ||
| عنوان مقاله [English] | ||
| Antecedents and Consequences of Online Brand Community Participation in Iran: (Case Study: Elite Virtual Brand Community) | ||
| نویسندگان [English] | ||
| Raziyeh Farjamfard1؛ Esmaeil Shahtahmasbi2 | ||
| 1Student Business Management, Marketing Management Department, Amir Kabir University of Technology | ||
| 2Ph.D. in International Marketing Management at Tarbiat Modares University | ||
| چکیده [English] | ||
| An organization with robust brand in virtual community will be more successful in its marketing. One of the important aspects in each virtual brand community is active community members’ participation. Due to the importance of members’ participation in online brand communities, this article investigates the antecedents and consequences of online brand community participation. A sample of 578 online form completed by Elite brand community members. This paper explains the casual relationships using Lisrel. According to the results, social benefits has positive relationship with online brand community participation. Also this online brand community participation results in consciousness of kind and shared rituals and traditions. Although perceived benefits and shared rituals and traditions has positive relationships with brand loyalty, consciousness of kind has negative one with brand loyalty. As an innovation this article proposed a new conceptual framework with variables which not considered in prior researches. | ||
| کلیدواژه‌ها [English] | ||
| Online Brand Community, Customer Interactions, Perceived Benefits, Oppositional Brand Loyalty, Sustainable Brand Loyalty | ||
| مراجع | ||
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آمار تعداد مشاهده مقاله: 1,372 تعداد دریافت فایل اصل مقاله: 11,536 |
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