Participating anonymous online student communities and university brand relationship outcomes

Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong relationship, t...

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Autores principales:	Tri D. Le, Linh Le, Quynh Phan, Khoa T. Tran, Phuong Nguyen
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	anonymous online communities student satisfaction university image student loyalty student trust Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/d3a3a7408a284a0dbc232db95035cc1f
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id	oai:doaj.org-article:d3a3a7408a284a0dbc232db95035cc1f
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spelling	oai:doaj.org-article:d3a3a7408a284a0dbc232db95035cc1f2021-12-02T18:17:07ZParticipating anonymous online student communities and university brand relationship outcomes2331-197510.1080/23311975.2021.1947558https://doaj.org/article/d3a3a7408a284a0dbc232db95035cc1f2021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1947558https://doaj.org/toc/2331-1975Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong relationship, this work examines the impact of participating “Confessions pages”- the anonymous community on the brand relationship outcomes. Quantitative data were collected from 480 university students in Ho Chi Minh city who have followed Confessions pages. Findings indicate that online interaction propensity in university confessions page and attitude toward confessions page have no relationship with brand relational outcomes while higher education involvement has significant impact on satisfaction and image. The research explores the effect of anonymous online communities on brand and provide suggestions for universities to deal with this emerging phenomenon.Tri D. LeLinh LeQuynh PhanKhoa T. TranPhuong NguyenTaylor & Francis Grouparticleanonymous online communitiesstudent satisfactionuniversity imagestudent loyaltystudent trustBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	anonymous online communities student satisfaction university image student loyalty student trust Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	anonymous online communities student satisfaction university image student loyalty student trust Business HF5001-6182 Management. Industrial management HD28-70 Tri D. Le Linh Le Quynh Phan Khoa T. Tran Phuong Nguyen Participating anonymous online student communities and university brand relationship outcomes
description	Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong relationship, this work examines the impact of participating “Confessions pages”- the anonymous community on the brand relationship outcomes. Quantitative data were collected from 480 university students in Ho Chi Minh city who have followed Confessions pages. Findings indicate that online interaction propensity in university confessions page and attitude toward confessions page have no relationship with brand relational outcomes while higher education involvement has significant impact on satisfaction and image. The research explores the effect of anonymous online communities on brand and provide suggestions for universities to deal with this emerging phenomenon.
format	article
author	Tri D. Le Linh Le Quynh Phan Khoa T. Tran Phuong Nguyen
author_facet	Tri D. Le Linh Le Quynh Phan Khoa T. Tran Phuong Nguyen
author_sort	Tri D. Le
title	Participating anonymous online student communities and university brand relationship outcomes
title_short	Participating anonymous online student communities and university brand relationship outcomes
title_full	Participating anonymous online student communities and university brand relationship outcomes
title_fullStr	Participating anonymous online student communities and university brand relationship outcomes
title_full_unstemmed	Participating anonymous online student communities and university brand relationship outcomes
title_sort	participating anonymous online student communities and university brand relationship outcomes
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/d3a3a7408a284a0dbc232db95035cc1f
work_keys_str_mv	AT tridle participatinganonymousonlinestudentcommunitiesanduniversitybrandrelationshipoutcomes AT linhle participatinganonymousonlinestudentcommunitiesanduniversitybrandrelationshipoutcomes AT quynhphan participatinganonymousonlinestudentcommunitiesanduniversitybrandrelationshipoutcomes AT khoattran participatinganonymousonlinestudentcommunitiesanduniversitybrandrelationshipoutcomes AT phuongnguyen participatinganonymousonlinestudentcommunitiesanduniversitybrandrelationshipoutcomes
_version_	1718378301358080000

Participating anonymous online student communities and university brand relationship outcomes

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