Earticle

초록

영어

Companies utilize social media to conduct social marketing and manage the brand community. This study focuses on consumer-brand relationship to investigate how to improve consumers’ behavioral intentions toward brand in the context of social media based brand community. Antecedents such as informativeness, entertainment, social interaction, and incentive are supposed to influence brand relationship quality. Meanwhile, social media use types as well as relationship orientations are assumed to interact with the antecedents to affect brand relationship quality. Consequently, brand relationship quality is supposed to enhance the behavioral intentions toward brand including willingness to buy, member continuance intention, and eWOM intention. An empirical study will be done to examine the hypotheses. There will also be a discussion about the expected contribution.

목차

Abstract
 I. Introduction
 II. Theories and Hypotheses
  Social Media Based Brand Community
  Motivations to Join Community
  Brand Relationship Quality
  Types of Social Media Use
  Relationship Orientations
  Behavioral Intentions toward Brand
 III. Research Methodology
 IV. Contribution of This Study
 References

저자

• 누립국 [ 전남대학교, 전자상거래협동과정, 박사과정 ]
• 고준 [ 전남대학교, 경영학부, 교수 ]

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