Please use this identifier to cite or link to this item: http://hdl.handle.net/10125/59709

How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity

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Title:How to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity
Authors:Zhu, Junxuan
Zhu, Ying
Hua, Ying
Keywords:Social Media Management in Big Data Era
Digital and Social Media
Brand Preference, Perceived Interactivity, Perceived Value, S-O-R Model, Virtual Brand Community
Date Issued:08 Jan 2019
Abstract:The aim of this research is to investigate the effects of perceived interactivity of virtual brand community on customer perceived value as well as on brand preference. Data collected through a survey with 221 respondents supported the research model. This study classifies perceived interactivity as either with community or with customer, and posited that these two types have different operating mechanisms toward perceived value including emotional value, information value and social value, and brand preference. However perceived interactivity with customer does not affect brand preference significantly. Adapted by S-O-R model, perceived value mediates the relationship between the degree of interactions on sites and brand preference. These two supplements on theoretical models clearly explain the source path of brand preference.Z
Pages/Duration:10 pages
URI:http://hdl.handle.net/10125/59709
ISBN:978-0-9981331-2-6
DOI:10.24251/HICSS.2019.327
Rights:Attribution-NonCommercial-NoDerivatives 4.0 International
https://creativecommons.org/licenses/by-nc-nd/4.0/
Appears in Collections: Social Media Management in Big Data Era


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