Cloud-Based Marketing: Does Cloud Applications for Marketing Bring Positive Identification and Post-purchase Evaluation?

摘要

With the development of cloud applications for marketing, cloud-based marketing applications are becoming more and more important. The purpose of this study was to demonstrate whether cloud applications for marketing bring positive identification and evaluation through simultaneously considering identification with the community and the company and investigate the behavioral implications from the Facebook community members' perspective. A questionnaire investigation with consumers was conducted in this research for examining five hypotheses. The findings of this study indicated that the interaction on the Facebook brand community can enhance both C-C identifications and consumer post-purchase behaviors. Also this study focused on the 2 × 2 relationship with C-C identifications and consumer post-purchase behaviors which all had significant and positive effects.