How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones

Abstract: This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the result...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autor principal:	Hsu,Li-Chun
Lenguaje:	English
Publicado:	Universidad de Talca 2019
Materias:	Facebook fan pages of smartphone Brand self-expression and uniqueness Hedonic products Brand passion Brand loyalty
Acceso en línea:	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000300110
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:scielo:S0718-18762019000300110
record_format	dspace
spelling	oai:scielo:S0718-187620190003001102019-12-17How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of SmartphonesHsu,Li-Chun Facebook fan pages of smartphone Brand self-expression and uniqueness Hedonic products Brand passion Brand loyalty Abstract: This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.info:eu-repo/semantics/openAccessUniversidad de TalcaJournal of theoretical and applied electronic commerce research v.14 n.3 20192019-09-01text/htmlhttp://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000300110en10.4067/S0718-18762019000300110
institution	Scielo Chile
collection	Scielo Chile
language	English
topic	Facebook fan pages of smartphone Brand self-expression and uniqueness Hedonic products Brand passion Brand loyalty
spellingShingle	Facebook fan pages of smartphone Brand self-expression and uniqueness Hedonic products Brand passion Brand loyalty Hsu,Li-Chun How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones
description	Abstract: This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.
author	Hsu,Li-Chun
author_facet	Hsu,Li-Chun
author_sort	Hsu,Li-Chun
title	How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones
title_short	How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones
title_full	How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones
title_fullStr	How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones
title_full_unstemmed	How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones
title_sort	how to make loyal fans in virtual communities: evidence from the facebook fan pages of smartphones
publisher	Universidad de Talca
publishDate	2019
url	http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0718-18762019000300110
work_keys_str_mv	AT hsulichun howtomakeloyalfansinvirtualcommunitiesevidencefromthefacebookfanpagesofsmartphones
_version_	1714202235134541824

How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones

Ejemplares similares