کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
5109611 | 1482850 | 2017 | 10 صفحه PDF | دانلود رایگان |
عنوان انگلیسی مقاله ISI
Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach
ترجمه فارسی عنوان
ترویج مشارکت مستمر شرکت در جوامع برند آنلاین میزبانی شرکت: رویکرد اجتماعی شدن سازمانی
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کلمات کلیدی
جامعه برند آنلاین شرکت میزبانی شده، اجتماعی شدن، آموزش و پرورش عضو حمایت از تعامل، بازخورد مشارکت
موضوعات مرتبط
علوم انسانی و اجتماعی
مدیریت، کسب و کار و حسابداری
کسب و کار و مدیریت بین المللی
چکیده انگلیسی
In the age of social media, an increasing number of firms have begun to host online brand communities (OBCs) to strengthen their relationship with their consumers. Despite the popularity of firm-hosted OBCs, building a successful online brand community is still a challenge for every firm because of the nature of voluntary participation. This paper introduces an organizational socialization approach to promote sustained member participation, a deciding factor for the success of online communities. Based on theory of organizational socialization, this study identifies three typical socialization tactics employed by sponsors of OBCs (i.e., member education, interaction support, and participation feedback). Further, we present an empirical study to examine their effects on members' membership continuance intention using the data collected from several firm-hosted OBCs. The mediator role of community identification and the moderator role of membership duration are investigated, and theoretical and managerial implications for community management are discussed.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 71, February 2017, Pages 92-101
Journal: Journal of Business Research - Volume 71, February 2017, Pages 92-101
نویسندگان
Junyun Ph.D. student, Minxue Professor, Bangming Lecturer,