Motivations of visiting members of the virtual brand communities through social networks and its relation with purchase intention, recruitment and worth of mouth
DOI:
https://doi.org/10.35319/sas8pd08Keywords:
Virtual Brand community, Visit motivations, Purchase intention, Recruitment, Word of mouthAbstract
The virtual brand communities emerge as an alternative of interaction between members, who voluntarily belong, coexist and interact with each other and the companies, strengthening loyalty ties towards the preferred brands. The objective of this research is to identify the factors that motivate participants to join a virtual brand community. Using a self-administered questionnaire to a representative sample of 259 individuals from the Apple brand community, on Facebook. The study provides evidence that the primary motivation is the search for information, followed by brand likeability. Knowing these motivations, helps small and medium entrepreneurs to define a successful strategy of brand communities in social networks. Regression models were conducted to find the relationship between the primary motivations of visit, with the intention of purchase, recruitment and word of mouth recommendation, the findings indicate that visiting motivations are indicators in the prediction of purchase intention, recruitment and word of mouth recommendation
Downloads
References
Adjei, M., Noble, S., y Noble, C. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38 (5), 634-653.
Algesheimer, R., Dholakia, U. M., y Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing, 69(3), 19-34.
Almeida, S.O. (2011).Efectos de la comunidad de marcas virtuales. Artigas, 14.
Andersen,P.H.(2005) Relationship marketing and brand involvement of professionals through web-enhanced brand communities. Industrial Marketing Management, 39-52.
Araya-Castillo, L. y Escobar-Farfán, M. (2015). Personalidad de marca de las escuelas de negocios en Chile: Propuesta de modelo. Revista AD- minister, 27, 53-73.
Araya-Castillo, L. y Etchebarne, S. (2014). Personalidad de marca de los partidos políticos: propuesta de modelo. Revista Folios, 40, 67-89.
Araya-Castillo, L. y Etchebarne, S. (2014b). Personalidad de marca de partidos políticos: Una mirada desde la comunidad estudiantil universitaria. Revista Latinoamericana de Ciencias Sociales, Niñez y Juventud, 12(1), 125-141.
Asocación mexicana de internet (2015). Reporte anual.
Bagozzi, R. P. y Dholakia, U. M. (2006). Antecedents and purchase consequences of consumer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 72-80.
Bagozzi, R. P. y Yi, Y. (2012). “Specification, evaluation, and interpretation of structural equation models”. Journal of the Academy of Marketing Science, 40(1), 8-34.
Bagozzi, R., y Dholakia, U. (2004). Intentional social action in virtual communities. Journal of Interactive Marketing, 16(2), 2-21.
Bagozzi, R., y Yi, Y. (1988). On evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(Spring), 74-94.
Carlson, B.D., Suter T.A. y Brown, T.J. ((2008) Social versus psychological brand community. Journal of Business Research, 61(49), 284-291.
Casa, D.A. (2012). Comunidades de Marca, recuperado el 15 de agosto de 2017 de ¿Cómo fidelizar clientes online? http://www.scielo.org.bo/pdf/rp/n44/n44_a04.pdf
Cepeda-Palacio, S. (2014). Alcances actuales del concepto de marca. Un estudio comparativo, en la historia. Revista Entramado, 10(2), 128- 142.
Chan, Kimmy Wa, & Li, Stella Yiyan (2010). Understanding consumer-to- consumer interactions in virtual communities: The salience of reciprocity. Journal of Business Research, 63(9–10), 1033–1040.
Conde,F. y Alonso, L.E. (2002). Gente Conectada. Polìtica y Sociedad, 27-52.
Coulter, R., Price, L., y Lawrence, F. (2003) Rethinking Origins of Involvement and Brand Commitment: Insights from Postsocialist Central Europe, Journal of Consumer Research 30(2): 151-69.
Cothrel, J. y Williams, P. (2000) “Measuring the success of an online community”, Strategy y Leadership, 28 (2), 17-21, https://doi.org/10.1108/10878570010341609
Davis, R.A., Flett, G.L. y Besser, A.L. (2002), Validation of a new scale for measuring problematic internet use. Implications for pre-employment screening. Cyber Psychology and Behavior 5(4)
Dholakia, U. M., Bagozzi, R. P. y Pearo, L. K. (2004). A social influence model of consumer participation in network- and small-group-based virtual communities. International Journal of Research in Marketing, 21: 241–263.
Fernandez A. (2010). Etnografia di una comunità di marca online. Professional Dreamers-working paper no.3.
Fuller, J.,Matzler,K. y Hoppe, M. (2008) Brand Community members as a source of innovation, Journal of Product Innovation Management,25(6), 608-619
Gackenbach, J. (1998). Psychology and internet: Interpersonal, intrapersonal and transpersonal implications. San Diego: Academic Press.
Garabino,E. y Johnson,M.S.(1999),The Different Roles of Satisfaction, Trust and Commitment in Customer Relationships, Journal of Marketing,63(2), 70-87.
García, .G (2005), Modelos de comunicación en internet, Valencia, España. Tirant lo Blanche.
Giddens, A (1993) Consecuencias de la modernidad. Alianza editorial, Madrid.
Grunner, R.L.Homburg, C., y Lukas, B.A. (2014), Firm-hosted on line brand communities and new product success, Journal of the Academy of Marketing Science,42(1), 29-48.
Habibi, M. R., Laroche, M., y Richard, M. O. (2014a). Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities. International Journal of Information Management, 34(2), 123-132.
Habibi, M. R., Laroche, M., y Richard, M. O. (2014b). The roles of brand community and community engagement in building brand trust on social media. Computers in Human Behavior, 37, 152-161.
Hernani, M. (2008). Percepción de la personalidad de una marca global y de valores: un estudio comparativo entre consumidores brasileños y peruanos. Revista del Departamento Académico de Ciencias Administivas Pontificia Universidad Católica del Perú, 5, 44-54.
Kho, H., Cho, C.H., y Roberts, M.S. (2005) Internet uses and gratifications: A structural Equation Model of Interactive Advertising, Journal of Advertising, 34, 57-70
Kozinets, R. V. (2007). Brandthroposophy—on marketing, media, and technoculture. [disponible en http://www.kozinets.net ]. Recuperado el 17 de febrero de 2019
Leimeister, J. M., Sidiras, P. y Kremar, H. C. (2006) Success factors of virtual communities from the perspective of members and operators: An empirical study. 37th Hawaii International Conference on System Sciences. January 5–8, Hawaii.
Lenhart, A. y Madden, M. (2007) Social Networking Websites and Teens, Pew Research Center Internet and Technology.
Li, C & Bernoff, J. (2008) Marketing in the Groundswell, U.S.A., Harvard Business School.
Malden, MA: Blackwell. Reading, Massachusetts: Addison-Wesley. (2nda. Ed.). Cambridge, Massachusetts: MIT Press.
Martín,A.C.y Rodríguez, E.A. (2007) Formas de lealtad a la marca:Identificaciòn empìrica y determinaciòn de sus principales caracterìsticas.Valladolid, España.
Mathwick,C., Wiertz,C. y Ruyter, K. (2008) Social Capital Production in a Virtual P3 Community. Journal of Consumer Research: An Interdisciplinary Quarterly, 34(6), pp. 832-849. http:// doi: 10.1086/523291 Recuperado el 23 de marzo de 2019
Mc. Alexander, J., Koening, H., y Schouten, J. (2006) Building Relationships of Brand Community in Higher education: A Strategic Framework for University. International Journal of Education Advancement. Vol II, 107-118.
Mc William, G. (2000). Building Stronger Brands through Online Communities. Sloan Management Review, 41(3), 43-54.
Muniz, A. M., y O’Guinn, T. C., (2001). Brand community. Journal of Consumer Research, 27(4), 412-432.
Muniz, A. M., y Schau, H. J., (2005). Religiosity in the Abandoned Apple Newton Brand Community. Journal of Consumer Research, 31(4), 737-747.
Ouwersloot, H. y Odekerken-Schröder, G. (2008) “Who’s who in brand communities – and why?” European Journal of Marketing, Vol. 42 Issue: 5/6, pp. 571-585, http://doi.org/10.1108/03090560810862516
Pérez,C.M., y Rodríguez,R.A., (2012). Comunidades de marca: Otra manera de sostener conversaciones y generar Relacionas Públicas. Recuperado el 12 de octubre de 2017 de Revista Internacional de Relaciones Públicas: https://dialnet.unirioja.es/descarga/articulo/3966653.pdf
Quan-Haase, A., y Wellman, B. (with Witte, J., & Hampton, K.). (2002). Capitalizing on the net. In B. Wellman y C. Haythornthwaite (Eds.), The Internet in everyday life (pp. 291-324).
Ruiz, G.P. (2005) Comunidades de marca “el consumo como relación social. Política y Sociedad, 257-272
Ruiz, J. (2019) El Financiero. Recuperado el 20 de abril de 2019 https://www.elfinanciero.com.mx/blogs/historias-de-negoceos/facebook-y-sus-61-millones-de-usuarios-en-mexico.html
Schau, H. J., Muñiz, A. M., y Arnould, E. J. (2009). How brand community practices create value. Journal of Marketing, 73(5), 30-51.
Sierra, J.,Badrinarayanan, V.; Taute, H. Explaining behavior in brand communities: A sequential model of attachment, tribalism, and self- esteem. Computers in Human Behavior 55(2016) pp.626-632 http://dx.doi.org/10.1016/j.chb.2015.10.009
Shang, R.A., Chen, Y.C y Liao, H.J. (2006) The value of participation in virtual consumer communities on brand loyalty, Internet Research, Vol.16 Issue: 4, pp.398-418, http://doi.org/10.1108/10662240610690025
Sung, Y., Kim, Y., Kwoon, O. y Moon, J. (2010) An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites, Journal of Global Marketing, 23(59), 430-445.
Wellman, B., Quan-Haase, A., Boase, J., Chen, W., Hampton, K., y Diaz de Isla, (2003). The social affordances of the Internet for networked individualism [Online]. Journal of Computer Mediated Communication, 8(3).
Yeh, Y. H.y Choi, S.M. (2011) Mini lovers, maxi mouths: an investigation of antecedents to eWOM intention among brand community members. Journal of marketing Communications, 17(3), 145-152.
Zaglia, M.E.(20139.Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-223.
Zhou, Z; Zhang, Q.; Su, C. y Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research. 65(7), 890-895.
Downloads
Published
Issue
Section
License
Copyright (c) 2019 Revista Perspectivas
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
La Revista Perspectivas de la Universidad Católica Boliviana, es una revista de acceso abierto, por lo tanto, es de libre acceso en su integridad. Está permitida su lectura, búsqueda, descarga, distribución y reutilización legal en cualquier tipo de soporte únicamente para fines no comerciales, siempre y cuando la obra sea debidamente citada.
