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

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dc.contributor.authorZhu, Junxuan
dc.contributor.authorZhu, Ying
dc.contributor.authorHua, Ying
dc.date.accessioned2019-01-03T00:07:23Z
dc.date.available2019-01-03T00:07:23Z
dc.date.issued2019-01-08
dc.description.abstractThe 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
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2019.327
dc.identifier.isbn978-0-9981331-2-6
dc.identifier.urihttp://hdl.handle.net/10125/59709
dc.language.isoeng
dc.relation.ispartofProceedings of the 52nd Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectSocial Media Management in Big Data Era
dc.subjectDigital and Social Media
dc.subjectBrand Preference, Perceived Interactivity, Perceived Value, S-O-R Model, Virtual Brand Community
dc.titleHow to Manage the Virtual Brand Community to Improve Brand Preference: Views from the Perceived Interactivity
dc.typeConference Paper
dc.type.dcmiText

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