Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships

Abstract: The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social media has b"ecome the optimal tool...

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Autor principal:	Hsu,Li-Chun
Lenguaje:	English
Publicado:	Universidad de Talca 2019
Materias:	Social commerce Brand authenticity Brand identification Online brand relationships Brand purchase intentions
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200109
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spelling	oai:scielo:S0718-187620190002001092019-12-17Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand RelationshipsHsu,Li-Chun Social commerce Brand authenticity Brand identification Online brand relationships Brand purchase intentions Abstract: The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social media has b"ecome the optimal tool for brand marketing. According to current brand-community relationships from the perspectives of brand authenticity and brand identification, we identified the mediating factors (brand trust and brand passion) of relationships between community members and brands and developed an integrated model to determine the effects of these factors on community member purchase intentions. The research targets in the present study were consumers who had purchased products from one of the top three cosmetic brands in Taiwan and had been a member of the brand's oficial fan page for at least 1 year. Overall, 484 valid samples were collected in this study. We employed structural equation modeling to examine our model. Five hypotheses were supported, and excellent model fits to the data were obtained. Additionally, this study discovered that brand trust and brand passion played crucial mediating roles. Finally, we propose management implications and make suggestions that can serve as a reference for brand community managers.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.14 n.2 20192019-01-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200109en10.4067/S0718-18762019000200109
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Social commerce Brand authenticity Brand identification Online brand relationships Brand purchase intentions
spellingShingle	Social commerce Brand authenticity Brand identification Online brand relationships Brand purchase intentions Hsu,Li-Chun Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
description	Abstract: The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social media has b"ecome the optimal tool for brand marketing. According to current brand-community relationships from the perspectives of brand authenticity and brand identification, we identified the mediating factors (brand trust and brand passion) of relationships between community members and brands and developed an integrated model to determine the effects of these factors on community member purchase intentions. The research targets in the present study were consumers who had purchased products from one of the top three cosmetic brands in Taiwan and had been a member of the brand's oficial fan page for at least 1 year. Overall, 484 valid samples were collected in this study. We employed structural equation modeling to examine our model. Five hypotheses were supported, and excellent model fits to the data were obtained. Additionally, this study discovered that brand trust and brand passion played crucial mediating roles. Finally, we propose management implications and make suggestions that can serve as a reference for brand community managers.
author	Hsu,Li-Chun
author_facet	Hsu,Li-Chun
author_sort	Hsu,Li-Chun
title	Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
title_short	Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
title_full	Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
title_fullStr	Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
title_full_unstemmed	Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships
title_sort	building brand-fan relationships in social commerce contexts: mediators of online brand relationships
publisher	Universidad de Talca
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000200109
work_keys_str_mv	AT hsulichun buildingbrandfanrelationshipsinsocialcommercecontextsmediatorsofonlinebrandrelationships
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Building Brand-Fan Relationships in Social Commerce Contexts: Mediators of Online Brand Relationships

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