An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites
An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites
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DOI：
10.1080/08911762.2010.521115
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发表时间：
2010-11
影响因子：
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通讯作者：
Yongjun Sung;Yoojung Kim;O. Kwon;J. Moon
中科院分区：
文献类型：
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作者：
Yongjun Sung;Yoojung Kim;O. Kwon;J. Moon
摘要虚拟品牌社区在社交网站中的重要性越来越受到学术界和产业界的关注。通过对韩国社交网站上的333名虚拟品牌社区成员的调查，本研究提供了一个关于虚拟品牌社区的前因和后果的基线理解。研究结果表明，品牌社区成员参与虚拟社区活动的社会和心理动机主要有六种：人际效用、品牌忠诚、娱乐寻求、信息寻求、激励寻求和便利寻求。我们的发现还表明，消费者和营销者生成的品牌社区的成员在社区参与的程度以及社区承诺、满意度和未来意图的水平上既有相似之处，也有不同之处。我们的发现为想要挖掘这一新的营销沟通工具和媒介的巨大沟通潜力的营销者提供了有用的管理启示，因为它们提供了对消费者在当今市场中的主动角色的洞察。
ABSTRACT The importance of virtual brand communities in social network sites has received increasing attention from both academia and industry. In surveying a sample of 333 virtual brand community members in Korean social network sites, the current study provides a baseline understanding of the antecedents and consequences of virtual brand communities. The findings here suggest that members of brand communities have six primary social and psychological motives for engaging in virtual community activities: interpersonal utility, brand loyalty, entertainment seeking, information seeking, incentive seeking, and convenience seeking. Our findings also indicate that members of consumer versus marketer-generated brand communities show both similarities and differences in terms of the extent of community participation and the levels of community commitment, satisfaction, and future intention. Our findings provide useful managerial implications for marketers who want to tap into the huge communication potential of this new marketing communication tool and medium, as they offer insight into the proactive role of consumers in today's marketplace.