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Unpacking the complex interactions among customers in online fan pages

机译：在在线粉丝页面中解压缩客户之间的复杂互动

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摘要

Using the theories of complexity and the spiral of silence, this paper aims to understand how combinations of perceived news, brand gender, and participation explain conditions leading to brand love and customers' attitudinal loyalty within online contexts. Drawing from a two-stage, mixed-method approach, results indicate that passive participation and brand masculinity are necessary to increase love and attitudinal loyalty to a brand, while perceived news informativeness and entertainment, brand femininity, and active participation are sufficient but not necessary. The study offers theoretical and practical insights that may guide further research and strengthen marketing attempts to improve customer engagement with online fan pages.
机译：本文利用复杂性理论和螺旋的螺旋，旨在了解知情新闻，品牌性别和参与的组合如何解释导致品牌爱情和客户在线上下文的态度忠诚度。从两阶段，混合方法的方法中绘制，结果表明被动参与和品牌阳刚天际是增加爱和态度忠诚于品牌，而感知的新闻信息性和娱乐，品牌的女性气质和积极参与是足够的，但没有必要。该研究提供了理论和实用的见解，可以指导进一步的研究和加强营销企图改善与在线粉丝页面的客户参与。

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