Earticle

초록

영어

The current study aims to examine how engaging in online fan communities influences loyalty behavior for a human brand in positive and negative ways through members’ feelings of social well-being and normative community pressure. Structural equation modeling analysis was conducted to test our proposed hypotheses by using data collected from various online fan communities of human brands in South Korea, such as singers, actors, athletes, and politicians. Our study finds that social well-being and normative community pressure, both of which stemmed from fan community engagement, played significant roles in human brand loyalty. More specifically, fan community engagement increases members’ social well-being, which, in turn, enhances members’ loyalty to the respective human brands. On the other hand, fan community engagement also increases the normative community pressure for members, which, in turn, decreases the loyalty for human brands. Our findings contribute to the extant literature by showing how dynamics in fan community engagement influence human brand loyalty, as the previous studies focusing on the relationship between fan communities and human brand loyalty in the literature are scarce.

목차

ABSTRACT
Ⅰ. Introduction
Ⅱ. Literature Review and Hypothesis Development
2.1. Social Influence Theory
2.2. Positive Impacts of Fan Community Engagement on Human Brand Loyalty
2.3. Negative Impacts of Fan Community Engagement on Human Brand Loyalty
Ⅲ. Research Methodology
3.1. Data Collection and Samples
3.2. Measures
3.3. Reliability and Validity Test
3.4. Hypothesis Test
Ⅳ. General Discussion
4.1. Summary
4.2. Theoretical Implications
4.3. Practical Implications
4.4. Limitations and Future Research

저자

• Jeongsoo Han [ Associate Professor, Marketing Business School, Middlesex University Dubai, UAE ]
• Mina Jun [ Assistant Professor, Division of Business Administration, Sookmyung Women's University, Korea ] Corresponding Author
• Miyea Kim [ Assistant Professor, Business School, Department of Business Administration, Changwon National University, Korea ]

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