Measuring brand community strength

Hikaru Yamamoto, Yutaka Matsuo

研究成果: Chapter

抄録

The emphasis of this chapter is brand community. A brand community is a virtual community where consumers who share a set of social relations based upon usage or interest in a product gather into a group and mutually interact. The consumers' purchase decision-making is often influenced by word-of-mouth communications with the other consumers; who to trust among them is often determined by their similarity of product purchase behavior. This bidirectional effect between trust and product preference explains the emergence and the strength of brand community. This chapter presents a theoretical model of this phenomenon along with analyses of an actual virtual community. We designate the bidirectional effect as community gravity because it represents the power to induce users to join the community. This analysis provides insights for understanding consumer behavior in an online environment.

本文言語English
ホスト出版物のタイトルHandbook of Research on Methods and Techniques for Studying Virtual Communities
ホスト出版物のサブタイトルParadigms and Phenomena
出版社IGI Global
ページ631-653
ページ数23
1
ISBN(印刷版)9781609600402
DOI
出版ステータスPublished - 2011 1 1
外部発表はい

ASJC Scopus subject areas

  • 社会科学(全般)
  • コンピュータ サイエンス(全般)

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