Brand loyalty in enterprise microblogs Influence of community commitment, IT habit, and participation

Zhang Hong; Zhang Kem Z. K.; Lee Matthew K. O.; Feng Feng

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Brand loyalty in enterprise microblogs Influence of community commitment, IT habit, and participation

机译：企业微博中的品牌忠诚度社区承诺，IT习惯和参与度的影响

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Purpose - With the prevailing microblogging phenomenon, many marketers have created their microblog accounts to promote products, advertise brands, and attract consumers. The purpose of this paper is to examine the effects of consumers' community commitment, information technology (IT) habit, and participation on their brand loyalty in the context of enterprise microblogs.

机译：目的-借助流行的微博现象，许多营销人员创建了自己的微博帐户，以促销产品，做广告品牌和吸引消费者。本文的目的是在企业微博的背景下研究消费者的社区承诺，信息技术（IT）习惯和参与对其品牌忠诚度的影响。

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来源
《Information technology & people》 |2015年第2期|304-326|共23页
作者
Zhang Hong; Zhang Kem Z. K.; Lee Matthew K. O.; Feng Feng;
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作者单位

Univ Sci & Technol China, USTC CityU Joint Adv Res Ctr, Suzhou, Peoples R China;

Univ Sci & Technol China, Sch Management, Hefei 230026, Peoples R China;

City Univ Hong Kong, Dept Informat Syst, Hong Kong, Hong Kong, Peoples R China;

Univ Sci & Technol China, Sch Publ Affairs, Hefei 230026, Peoples R China;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Social networking; User participation; Virtual community; Brands; Habits; E-marketing;

机译：社交网络;用户参与;虚拟社区;品牌;习惯;电子营销;

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Brand loyalty in enterprise microblogs Influence of community commitment, IT habit, and participation

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