首页> 外文期刊>Psychology & marketing >Brand Communication Success in Online Consumption Communities: An Experimental Analysis of the Effects of Communication Style and Brand Pictorial Representation
【24h】

Brand Communication Success in Online Consumption Communities: An Experimental Analysis of the Effects of Communication Style and Brand Pictorial Representation

机译:在线消费社区中的品牌传播成功:传播方式和品牌图片表达影响的实验分析

获取原文
获取原文并翻译 | 示例
获取外文期刊封面目录资料

摘要

Online communities are often focused on consumption-related consumer interests and offer marketers the opportunity to actively engage and cooperate with consumers, foster customer relationships, and easily spread information about new products and services. In spite of this enormous potential, it is surprising that to date, little is known about how such communities can be designed to positively influence consumers' evaluation of a brand and further marketing-related outcome variables. Previous studies have shown that the success of online communities might depend on the communication style that is used to interact with the members as well as on the pictorial representation of the brand within an online community. To gain insights into these and further relationships, the authors conducted an online experiment in an online brand community on a social networking site and analyzed the effects of the communication style and the pictorial representation of the brand on the members' attitudes toward the brand, their satisfaction with the community, brand recommendation, and brand purchase. The study was conducted over three months, and the participants were surveyed three times during this period. Hence, the present study further analyzed whether the proposed effects will change over time due to the member's participation in the community. The results show that communication style and brand pictorial representation in an online consumption community influence members' evaluation of the brand as well as of the community and brand purchase.
机译:在线社区通常关注与消费相关的消费者兴趣,并为营销商提供了积极与消费者互动和合作,建立客户关系并轻松传播有关新产品和服务的信息的机会。尽管具有巨大的潜力,但令人惊讶的是,迄今为止,人们对如何设计此类社区以积极影响消费者对品牌的评估以及与营销相关的其他结果变量的了解甚少。先前的研究表明,在线社区的成功可能取决于用于与会员互动的沟通方式以及在线社区中品牌的图片表示。为了深入了解这些关系以及进一步的关系,作者在社交网站上的在线品牌社区中进行了在线实验,并分析了交流方式和品牌图示对会员对品牌,他们的态度的影响。对社区的满意度,品牌推荐和品牌购买。该研究历时三个月,在此期间对参与者进行了三次调查。因此,本研究进一步分析了提议的效果是否会由于成员的参与而随时间变化。结果表明,在线消费社区中的沟通方式和品牌图片表示会影响成员对品牌以及社区和品牌购买的评价。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱:kefu@zhangqiaokeyan.com

京公网安备:11010802029741号 ICP备案号:京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有
  • 客服微信

  • 服务号