A study on the impact of online brand community interaction model on brand loyalty — Focusing on the online automobile brand community

机译：在线品牌社区互动模型对品牌忠诚度的影响研究—以在线汽车品牌社区为重点

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This paper takes the online automobile brand community as an example, importing ‘interactivity’, the concept of sociology, into online brand community study. It follows the logical way as ‘How does interactivity embody among the online communities → How about its deepening process? →What the results of interactivity will be?’, that is, ‘formation of the relationship (Interaction) — deepening of the relationship (identification)-result of the relationship(brand loyalty)’, makes systematic study through the method of combining theory and case analysis together, and puts forward the marketing strategic direction for online brand communities.

机译：本文以在线汽车品牌社区为例，将“交互性”（社会学概念）引入在线品牌社区研究中。它遵循逻辑方式，即“如何在在线社区之间体现交互性→深化过程如何？ →互动的结果将是什么？”，即“关系的形成（相互作用）-加深关系（识别）-关系的结果（品牌忠诚度）”，通过组合理论的方法进行了系统的研究。案例分析，并提出了在线品牌社区的营销战略方向。

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《2011 International Conference on E-Business and E-Government》|2011年|p.1-4|共4页
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Lee Jina; Chang I-Chun; Su Yong;
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正文语种
中图分类数字通信网;
关键词
Brand Loyalty; Consumer-Brand Interaction; Consumer-Consumer Interaction; Identification; Interaction; Online Brand Community;

机译：品牌忠诚度;消费者与品牌的互动;消费者与消费者的互动;识别;互动;在线品牌社区;

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3. Online Brands and Social Media Communities How Brands Can Engage and Establish Relationships with Customers via Online Brand Communities [J] . Julio Viskovich Journal of Accounting & Marketing . 2018,第4期

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4. A study on the impact of online brand community interaction model on brand loyalty — Focusing on the online automobile brand community [C] . Lee Jina, Chang I-Chun, Su Yong International Conference on E-Business and E-Government . 2011

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5. Branded Online Communities: Brand Loyalty and Brand Perception. [D] . Groveunder, Mark Allen. 2017

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A study on the impact of online brand community interaction model on brand loyalty — Focusing on the online automobile brand community

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