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Influences of Place Attachment and Social Media Affordances on Online Brand Community Continuance (Research-in-Progress)

机译：场所依恋度和社交媒体流量对在线品牌社区延续性的影响（研究中）

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摘要

Online brand communities not only enhance customer loyalty and experience but also help in building a closer relationship among brands, suppliers, and other customers, contributing to a healthy and positive identification. Moreover, the emergence and rapid development of social media have brought customers to become an indispensable part of brand activities through conversation and co-creation with the brand. Factors that affect customers' intentions for continual participation in online brand communities thus present a research opportunity to be explored as well as a research gap to be filled. Drawing on the place attachment theory and social media affordances perspectives, which serve as contextual and instrumental drivers, respectively, this research investigates the influence of place attachment and social media affordances on online brand community continuance. In addition, the mediating role of experience and brand engagement will be addressed in order to build a more holistic model on the causal relationships. The ultimate goal is to help us build a clearer picture of customers' participation behavior in online brand communities.
机译：在线品牌社区不仅可以提高客户忠诚度和体验，还可以帮助品牌，供应商和其他客户之间建立更紧密的关系，从而有助于健康，积极地进行身份识别。此外，社交媒体的出现和迅速发展，通过与品牌的对话和共同创造，使顾客成为品牌活动中不可或缺的一部分。影响客户继续参与在线品牌社区的意图的因素因此提供了要探索的研究机会以及需要填补的研究空白。利用场所依恋理论和社交媒体提供能力的观点，分别作为上下文和工具驱动因素，本研究调查了场所依恋和社交媒体提供能力对在线品牌社区持续性的影响。此外，还将探讨经验和品牌参与的中介作用，以便在因果关系上建立更全面的模型。最终目标是帮助我们更清晰地了解客户在在线品牌社区中的参与行为。

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