Measuring social media brand community success: The roles of media capability and organisational support

Chun-Ming Chang; Meng-Hsiang Hsu; Echo HuangYa-Hui Yang

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Measuring social media brand community success: The roles of media capability and organisational support

机译：Measuring social media brand community success: The roles of media capability and organisational support

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It has been found that social media brand community users are not active with brand communities. This study examines the major reasons for this behavior using the DeLone MecLean (DM) information systems success model (Ref. 1) as this approach is widely used in similar settings. However, it is found that the DM approach lacks adequate empirical support, so the study adopts media synchronicity theory (MST) (Ref. 2) to test the impact of media capabilities on social media brand community quality. Organizational support is found to be an important factor in determining social media brand community quality. The data was collected from a social media brand community in Taiwan to identify the main drivers of social media brand community success. (45 refs.).

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来源
《Quality Control and Applied Statistics》 |2023年第2期|109-111|共3页
作者
Chun-Ming Chang; Meng-Hsiang Hsu; Echo HuangYa-Hui Yang;
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作者单位

Department of International Business, Ming Chuan University, Taipei City, Taiwan;

Department of Information Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan;

Programs in Management, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan;

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中图分类概率论、数理统计的应用;
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Measuring social media brand community success: The roles of media capability and organisational support

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