...
首页> 外文期刊>International Journal of Web Based Communities >The positive outcomes of a sense of virtual community
【24h】

The positive outcomes of a sense of virtual community

机译:虚拟社区感的积极成果

获取原文
获取原文并翻译 | 示例
           

摘要

This study examines how an experienced sense of virtual community affects relationship-marketing-related outcomes. Based on social identity and relationship marketing theories, a research model is developed and structural equation modelling is used to test the relationships between a sense of virtual community, brand-loyalty intentions, brand-community intentions, and word-of-mouth intentions on a sample of 342 active members of a Finnish business-newspaper brand community. The findings suggest that a sense of virtual community strengthens brand-community, brand-loyalty and brand-related word-of-mouth intentions. Hence, the results imply that a sense of virtual community reflects positively on the brand hosting the online community and results in positive business-related outcomes.
机译:这项研究考察了经验丰富的虚拟社区如何影响与关系营销相关的结果。基于社会认同和关系营销理论,开发了一个研究模型,并使用结构方程模型测试了虚拟社区的感觉,品牌忠诚度意图,品牌社区意图和口碑传播意图之间的关系。芬兰商业报纸品牌社区的342位活跃成员的样本。研究结果表明,虚拟社区感增强了品牌社区,品牌忠诚度以及与品牌相关的口碑意图。因此,结果表明虚拟社区的感觉在托管在线社区的品牌上得到了积极的反映,并带来了与业务相关的积极结果。

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