品牌社群对顾客价值感知和创新的影响研究

近年来,品牌社群作为消费者群体性虚拟组织迅猛发展,为我们解读顾客价值提供了重要途径。文章认为,品牌社群的特征影响着顾客价值感知和顾客价值创新。通过实证分析可知,品牌社群技术性及品牌社群参与性等对顾客价值感知有正向影响,品牌社群共同意识、道德责任感及品牌社群技术性对顾客价值创新有正向影响。品牌社群运营者可以通过提高品牌社群技术性、促进成员的共同意识、道德责任感和参与性等方面做出行动,以促使成员更好地感知焦点品牌的顾客价值并且参与价值创新,品牌企业也可以通过关注和引导品牌社群的发展增强企业的竞争力。     

微博互动感知对消费者品牌关系的影响机制研究

许多企业在利用微博传播品牌信息、与消费者互动、提供客户服务等活动时,往往显得力不从心,未能与用户保持良好的品牌关系。本文依据品牌社群理论,从消费者感知视角,研究微博互动的社群特征,构建了微博互动感知对消费者品牌关系影响机制的理论模型。研究结果表明微博互动感知的社群特征包括微博满意感、微博认同感和微博归属感三个方面。并且微博互动感知分别会对品牌关系结构的认知、情感和行为层面产生影响。     

社交媒体时代下虚拟品牌社群形成机制分析

品牌社群是近几年来品牌管理领域的重要研究课题,随着社交媒体时代的来临,虚拟品牌社群随之兴起,然而,目前学术界缺乏对虚拟品牌社群形成机制的研究。本文以社交媒体的核心—互动为出发点,结合象征互动论和社会认同理论,讨论了形成虚拟品牌社群的相关要素的内涵和维度,深入剖析了虚拟品牌社群的形成机理,从而从系统上建立了一个完整的虚拟品牌社群形成的理论模型。研究表明:虚拟品牌社群形成机制包括三个阶段:第一阶段是品牌互动形成品牌利益、品牌体验以及品牌象征;第二阶段是品牌利益、品牌体验和品牌象征形成品牌依恋;最后一个阶段是品牌依恋形成虚拟品牌社群意识,标志着虚拟品牌社群的形成。对虚拟品牌社群形成机制进行研究能够为企业构建虚拟品牌社群提供理论上的指导。     

品牌认同对虚拟品牌社群的影响

本文首运用扎根理论,对"苹果"品牌的虚拟品牌社群——"威锋网"上的帖子进行收集和整理,构建了品牌认同与虚拟品牌社群关系影响模型。结果显示:良好的品牌认同有助于虚拟品牌社群成员提供其社群认同,而较高的社群认同也能有助于提高社群成员对该品牌的认同。     

虚拟品牌社群氛围对品牌忠诚的影响研究

随着时代的逐渐发展,越来越多的虚拟品牌发展起来。虚拟品牌的发展具备一定的社群性,而它的社群性则是以相依托地区及网络作为途径而发展,是在网络中维系网络营销的重要部分。品牌忠诚是指消费者对品牌的认可与选择,也是营销者在营销过程中的目标的实现,同时这也是在进行虚拟品牌营销过程中的一个困难点。本文从基本概念出发,对虚拟品牌社群氛围对品牌忠诚的影响进行研究,并对此提出相应的建议。     

在线品牌社群中顾客参与、顾客契合与品牌忠诚的关系研究——感知不确定性的调节作用

在服务主导逻辑下,在线品牌社群顾客参与对品牌忠诚具有重要影响.本文从顾客视角出发,将顾客参与、顾客契合、感知不确定性与品牌忠诚纳入同一研究框架,探讨在线品牌社群中顾客参与对品牌忠诚的具体作用机制.采用偏最小二乘法对收集到的537份有效样本进行多元线性回归分析,结果表明:在线品牌社群中顾客参与能够直接促进常规品牌忠诚和敌对品牌忠诚;顾客参与能够通过顾客契合间接促进常规品牌忠诚和敌对品牌忠诚,顾客契合在顾客参与和品牌忠诚间起到中介作用;感知不确定性负向调节顾客参与对顾客契合的影响.     

虚拟品牌社群中社会人际互动和类社会互动对品牌关系质量的影响研究

随着Web 2.0时代的到来,各种社交应用得到迅速的推广应用,并创造了巨大的商业价值.本文以关系社会资本为中介变量,探索虚拟品牌社区中个体层面的社会互动在改善品牌关系质量中的作用及其机理.实证研究发现:在虚拟品牌社群中,消费者之间的社会人际互动及消费者与品牌间的类社会互动显著正向影响品牌关系质量和消费者的关系社会资本;消费者的关系社会资本显著正向影响品牌关系质量;消费者的关系社会资本在社会人际互动及类社会互动对品牌关系质量的影响中起部分中介作用.研究结果对企业利用互联网进行社群营销具有一定的理论意义和实践指导意义.     

虚拟品牌社群的顾客细分研究

本文以虚拟社群的特征为基础,考虑对其他社群成员自发性的影响,构建虚拟品牌社群的顾客细分模型,具体阐述社群成员的细分特质以及对企业营销实践的启示.     

虚拟品牌社区感知价值对新产品购买意愿的影响机制——基于群体认同和品牌认同的双中介视角北大核心CSSCI

随着移动互联技术和虚拟经济的日益发展,虚拟品牌社区在现代品牌营销中所发挥的作用越来越大。基于顾客感知价值视角,研究虚拟品牌社区通过群体认同和品牌认同对消费者新产品购买意愿的影响发现,虚拟品牌社区感知价值对新产品购买意愿的影响包括直接机制、间接机制两种。其中,直接影响机制指虚拟品牌社区感知价值直接正向影响消费者新产品购买意愿,间接影响机制指虚拟品牌社区感知价值通过群体认同与品牌认同间接影响新产品购买意愿,且在虚拟品牌社区环境下,顾客感知价值是群体认同和品牌认同的重要影响因素。为更好地提高虚拟品牌社区感知价值对新产品购买意愿的影响,要求虚拟品牌社区重视消费者的各种需求,积极建设、完善社区的各种功能,主动提供消费者所需要的各种价值,促使消费者自发成为品牌的推广者;要求企业在虚拟品牌社区实际运营中提供便利条件,积极促进消费者对虚拟品牌社区和品牌的认同。     

新媒体下的品牌社群之品牌忠诚度模型构建

本文首先提出随着移动互联网等新媒体对品牌社群的影响越来越广泛和深入,目前其实已没有必要区分传统和虚拟品牌社群的观点;接着,把业内学者提出的关于影响品牌社群忠诚度的因素总结为三个维度,分别是品牌社群介入度、品牌社群认同度和品牌社群满意度;并把这三个维度的影响因素依据其影响程度不同又再次分别细分为三个层次;最后总结了这三个维度之间的逻辑关系,在此基础上构建了新媒体下的品牌社群之品牌忠诚度模型。     

Extracting brand information from social networks: Integrating image,text, and social tagging data

Images are an essential feature of many social networking services, such as Facebook, Instagram, and Twitter. Through brand-related images, consumers communicate about brands with each other and link the brand with rich contextual and consumption experiences. However, previous articles in marketing research have concentrated on deriving brand information from textual user-generated content and have largely not considered brand-related images. The analysis of brand-related images yields at least two challenges. First, the content displayed in images is heterogeneous, and second, images rarely show what users think and feel in or about the situations displayed. To meet these challenges, this article presents a two-step approach that involves collecting, labeling, clustering, aggregating, mapping, and analyzing brand-related user-generated content. The collected data are brand-related images, caption texts, and social tags posted on Instagram. Clustering images labeled via Google Cloud Vision API enabled to identify heterogeneous contents (e.g. products) and contexts (e.g. situations) that consumers create content about. Aggregating and mapping the textual information for the resulting image clusters in the form of associative networks empowers marketers to derive meaningful insights by inferring what consumers think and feel about their brand regarding different contents and contexts.     

An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites

ABSTRACT

The importance of virtual brand communities in social network sites has received increasing attention from both academia and industry. In surveying a sample of 333 virtual brand community members in Korean social network sites, the current study provides a baseline understanding of the antecedents and consequences of virtual brand communities. The findings here suggest that members of brand communities have six primary social and psychological motives for engaging in virtual community activities: interpersonal utility, brand loyalty, entertainment seeking, information seeking, incentive seeking, and convenience seeking. Our findings also indicate that members of consumer versus marketer-generated brand communities show both similarities and differences in terms of the extent of community participation and the levels of community commitment, satisfaction, and future intention. Our findings provide useful managerial implications for marketers who want to tap into the huge communication potential of this new marketing communication tool and medium, as they offer insight into the proactive role of consumers in today's marketplace.     

The effect of social media communication on consumer perceptions of brands

Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated (UG) social media communication on brand equity (BE), brand attitude (BA) and purchase intention (PI) by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.     

How virtual brand community traces may increase fan engagement in brand pages

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have seen organic reach fall below 2% of their base. In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. We suggest the steps, conditions, advantages, and limitations involved in nurturing a brand page as an online social gathering that assumes some of the characteristics of a virtual brand community. The results of our study show that a brand page can have some of the characteristics of a virtual brand community—topical information exchange, identity communication, and establishment and internalization of cultural norms. We also show the importance of having celebrities among fans in order to foster social interactions and legitimate social practices on brand pages.     

Antecedents of participation in online brand communities and their purchasing behavior consequences

This study intends to fill some gaps in knowledge about online communities and their influence on consumers’ purchase decisions. A review of the extant literature on online brand communities reveals that most prior studies have focused on identifying the factors associated with joining and participating in online communities. However, limited studies examine the implications of participation in online brand communities in terms of consumer behaviors, such as brand liking and intention to purchase the brand. In addition, these few studies have either focused on the influence of operational elements of the online community on purchase intention or on the influence of community members’ characteristics regarding purchase intention. Therefore, this study aims to provide an integrated framework for operational and user characteristics’ antecedents associated with consumers’ participation in online brand communities and their effect on purchase decisions. Structural equation modeling was used to test the conceptual model. Data were collected via a survey of the Facebook pages of 282 members of Egyptian telecommunication companies. The findings provide insights into how these antecedents should be managed to enhance participation in virtual telecommunication communities.     

用户生成内容使用与满足对品牌态度的影响研究——以音视频类用户生成内容为例

以媒体使用与满足理论和信息加工理论为研究基础,采集网络中的客观数据,通过内容分析法量化数据,利用多元线性回归和阶层回归验证理论模型。研究发现:音视频类用户生成内容的内部特征正向影响消费者对内容的使用和满足;音视频类用户生成内容的创作者声誉外部特征正向影响消费者对内容的使用与满足,而内容的推荐性未对消费者选择产生作用;音视频内容的使用与满足则直接影响消费者品牌态度的形成;内容的使用与满足在音视频类用户生成内容与消费者品牌态度之间起中介作用。     

本土网站品牌资产及其形成机制——基于网站内容视角的实证研究

This study develops a research model that can be used to evaluate website brand equity from the perspective of web contents. To evaluate the model and to examine the effects of web contents on brand equity, a SEM analysis is conducted on twenty Chinese websites which could be classified into four different types. The results show that the website brand equity model, which is composed of five dimensions, namely brand loyalty, perceived quality, brand relationship, brand experience and brand attraction, is useful for measuring website brand value, and also applicable to different web types. Web contents factors, such as recourses, design, service and interactivity, are found to be the antecedents of website brand equity, and they all affect dimensions of website brand equity. However, the effects vary according to web types. The results also demonstrate that portal websites’ brand equity value is the highest while shopping websites’ brand equity value is the lowest among the four web types. Suggestions and implications are provided for website brand management.     

Exploring the fit of real brands in the Second Life 1 virtual world

Abstract

Online virtual worlds are rapidly becoming recognised as an important new channel for marketing and brand building. This paper examines the brand value of real-life brands that have moved to the virtual world of Second Life. Using axiology, we assess the value of real-life brands in the virtual world and test an exploratory model of brand fit to the virtual world. While category fit is an established construct, channel extension fit represents a new variable developed specifically to help explain brand transference to the new context. Data were collected in two phases, both in Second Life via automated avatar survey bots and via a Web survey. A total of 211 matched responses were collected and tested using partial least squares. The overall research model is strongly supported. Virtual-world brand value is strongly determined by extension attitudes driven by an assessment of how well the category of the real-life brand offerings fit with the virtual world and how well the real-life brand offerings fit with the three-dimensional virtual-world channel within which they have emerged. This implies that organisations must carefully consider not only the nature of existing brand offerings before entering into the virtual world, but also whether this new channel is indeed a suitable channel in which to be embarking on branding activities. This also has clear implications for branding activities in other social media. The paper rounds off with a discussion, implications for practice and future research, limitations, and conclusions.     

Determinants and Outcomes of Online Brand Tribalism: Exploring Communities of Massively Multiplayer Online Role Playing Games (MMORPGs)

Online consumption communities, involving millions of online consumers, have been created around massively multiplayer online role playing games (MMORPGs). Within these communities, players who share interest in MMORPGs convene, interact, and collaborate with fellow players and achieve game‐related outcomes. As these online social networks have been noted to augment, and perhaps supplant person‐to‐person interaction, this study focuses on the drivers of inherent interpersonal relationships, the nature of the constructed society, and resulting consumer initiatives to sustain and nurture the organization. Specifically, this research suggests that MMORPG communities transcend more facile forms of online or brand communities and demonstrate characteristics that can most aptly be construed as brand tribalism in the anthropological sense. Here, the challenge and telepresence innate in playing MMORPGs, cognitive and affective involvement associated with MMORPGs, and commitment to MMORPGs are modeled as antecedents of brand tribalism or a sense of the relationship with the brand and MMORPG community. Consequently, intent to purchase MMORPG‐related virtual products, recruitment of other MMORPG players, and word of mouth are identified as consequences of this unique consumer–brand relationship. Further analysis reveals the negatively charged emotional measure (i.e., defense of the tribe) within the tribalism instrument explains more variance in the outcome variables than the positively charged emotional measures (i.e., lineage, social, sense of community). Implications and future research directions are offered.     

Drivers of brand community engagement

Brand community engagement is evolving as a prominent relationship marketing variable that yields promising outcomes for the firms. Drawing upon the relevant premises of social exchange theory, this paper proposes a theoretical model portraying the role of online brand community based benefits (experience based and self-esteem based) and the community relationship investment in predicting the levels of brand community engagement.Data collected through a survey questionnaire technique from 925 members of the firm created online brand communities was employed to test the measurement and structural theory using confirmatory factor analysis and structural equation modeling respectively. The empirical results reveal that the customers’ experiential and self-esteem based benefits drive their brand community engagement. The perceived community relationship investment of the members also drives their brand community engagement positively. The sequential structural model also supported a positive impact exerted by brand community engagement on brand community commitment and brand loyalty. Additionally, it is observed that the focal brand ownership moderates the effect of community benefits and community relationship investment on brand community engagement.This study contributes to the nascent academic research on online brand communities and to the existing understanding of the brand community managers in managing customer engagement in online brand communities, thereby of profound theoretical and managerial relevance.