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Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective

With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear explanation of how the customer community exper...

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Detalles Bibliográficos
Autores principales: Huangfu, Zhounan, Ruan, Yaohui, Zhao, Jing, Wang, Qiaqia, Zhou, Lei
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9087722/
https://www.ncbi.nlm.nih.gov/pubmed/35558717
http://dx.doi.org/10.3389/fpsyg.2022.865646
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author Huangfu, Zhounan
Ruan, Yaohui
Zhao, Jing
Wang, Qiaqia
Zhou, Lei
author_facet Huangfu, Zhounan
Ruan, Yaohui
Zhao, Jing
Wang, Qiaqia
Zhou, Lei
author_sort Huangfu, Zhounan
collection PubMed
description With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear explanation of how the customer community experience of virtual brand communities affects brand loyalty. In response to this question, this paper investigates the role and mechanism of different types of community experiences, namely information experience, entertainment experience and interactive experience, generated by customers’ participation in community activities on brand loyalty based on the customer experience perspective. The findings show that different types of community experiences have a significant impact on brand loyalty, and which community identity is partially mediated in all of them. Further analysis for segmented populations in virtual communities revealed significant differences in the above mechanisms for members of different genders. The findings of this paper are important guidance for companies to manage virtual brand communities and create brand loyalty.
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spelling pubmed-90877222022-05-11 Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective Huangfu, Zhounan Ruan, Yaohui Zhao, Jing Wang, Qiaqia Zhou, Lei Front Psychol Psychology With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear explanation of how the customer community experience of virtual brand communities affects brand loyalty. In response to this question, this paper investigates the role and mechanism of different types of community experiences, namely information experience, entertainment experience and interactive experience, generated by customers’ participation in community activities on brand loyalty based on the customer experience perspective. The findings show that different types of community experiences have a significant impact on brand loyalty, and which community identity is partially mediated in all of them. Further analysis for segmented populations in virtual communities revealed significant differences in the above mechanisms for members of different genders. The findings of this paper are important guidance for companies to manage virtual brand communities and create brand loyalty. Frontiers Media S.A. 2022-04-26 /pmc/articles/PMC9087722/ /pubmed/35558717 http://dx.doi.org/10.3389/fpsyg.2022.865646 Text en Copyright © 2022 Huangfu, Ruan, Zhao, Wang and Zhou. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Huangfu, Zhounan
Ruan, Yaohui
Zhao, Jing
Wang, Qiaqia
Zhou, Lei
Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
title Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
title_full Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
title_fullStr Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
title_full_unstemmed Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
title_short Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective
title_sort accessing the influence of community experience on brand loyalty toward virtual brand community: developing country perspective
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9087722/
https://www.ncbi.nlm.nih.gov/pubmed/35558717
http://dx.doi.org/10.3389/fpsyg.2022.865646
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