publication . Conference object . 2014

Advocacy participation and brand loyalty in virtual brand communtity

Munnukka, Juha; Uusitalo, Outi; Jokinen, Elisa;
Open Access English
  • Published: 01 Jan 2014
  • Publisher: Moderna organizacija
  • Country: Finland
Abstract
Brand owners use virtual communities to strengthen brand loyalty by engaging consumers in active content creation activities. Personal and reciprocal communication and consumers’ participation in virtual brand communities are the main sources through which communities contribute to brand loyalty formation. This research examines the antecedents and consequences of advocacy participation in virtual brand communities. The results show that the VBC members’ advocacy participation is strongly contributed by the community’s ability to promote reciprocal and personal use experience, which also directly affects the members’ brand satisfaction. The results further show ...
Subjects
free text keywords: virtual brand community, social media, advocacy participation, loyalty
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