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- Title
شناسایی عوامل مؤثر بر همآفرینی برند در جوامع برند رسانههای اجتماعی.
- Authors
میثم شیرخدایی; بهاره عابدین; سیما داداش پور
- Abstract
The purpose of the present study is to present a comprehensive model of factors affecting brand co)creation in the social media brand community. In this research, random sampling was used and a questionnaire was completed and collected from 384 students of Mazandaran University who were members of at least one social media. Structural equation modeling and Imus software were used to analyze the data. The results of the research showed that the variables of customer participation in the brand community of social media and social support have a positive and significant effect on the mediating variable of communication quality, and the quality of communication has a positive and significant effect on brand co-creation. On the other hand, social support and customer participation in the social media brand community have a significant positive effect on brand loyalty, and brand loyalty has a positive and significant effect on the dependent variable of brand co-creation. Moreover, there is no significant relationship between the quality of communication and loyalty. The innovation of this research is the design of a new model by considering the variables that were not considered in the previous models. The findings provide new insights for managers to review the various characteristics of their brand community, with an emphasis on increasing two-way communication.
- Subjects
BRAND communities; SOCIAL participation; HYACINTHOIDES; RELATIONSHIP quality; STRUCTURAL equation modeling; BRAND loyalty; LOCAL mass media
- Publication
New Marketing Research Journal, 2023, Vol 12, Issue 4, p69
- ISSN
2228-7744
- Publication type
Article
- DOI
10.22108/nmrj.2022.132696.2657