Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
6948861 | Information & Management | 2018 | 30 Pages |
Abstract
Building upon the persuasion theory in the social psychology literature, this study investigates how companies can use microblogging services to influence consumers' participation and brand loyalty. We develop and empirically test our research model using an online survey in China. Our findings show that persuasion factors, including information quality, perceived similarity, and source credibility, increase community commitment. Perceived similarity and source credibility exhibit bias effects on information quality. Community commitment affects participation and brand loyalty, which is also influenced by participation. We expect that this research can contribute to the existing literature and provide marketers with important practical suggestions.
Related Topics
Physical Sciences and Engineering
Computer Science
Information Systems
Authors
Kem Z.K. Zhang, Stuart J. Barnes, Sesia J. Zhao, Hong Zhang,