کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
467000 697894 2015 10 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Identify with community or company? An investigation on the consumer behavior in Facebook brand community
ترجمه فارسی عنوان
شناسایی با جامعه یا جمعیت؟ تحقیق در مورد رفتار مصرف کننده در جامعه برند فیس بوک
کلمات کلیدی
شناسایی C-C؛ جامعه برند؛ رفتارهای شهروندی؛ فیس بوک
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر شبکه های کامپیوتری و ارتباطات
چکیده انگلیسی


• Interactions with a company’s Facebook community have positive effects on C–C identifications.
• c-community identification played a role as a mediator between Facebook and c-company identification.
• Building a company’s Facebook community can increase in-role and extra-role behaviors.

The purpose of this study was to consider simultaneously identification with the community and the company and to investigate the behavioral implications from the Facebook community members’ perspective. This research also provided further insight into the mediating effect on Facebook Company’s brand community and consumer citizenship behaviors by considering consumer–community identification and consumer–company identification. A questionnaire survey with consumers was carried out in this research for examining five proposed hypotheses. The results of this study indicated that the interaction on the Facebook community can enhance both C–C identifications and consumer citizenship behaviors. Also this study focused on the 2 × 2 relationship with C–C identifications and consumer citizenship behaviors are all significant and positive but with slightly different effects.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Telematics and Informatics - Volume 32, Issue 4, November 2015, Pages 930–939
نویسندگان
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