Investigating The Effect of Brand Community on Customer Centric Model And Its Effecton Brand Trust Which Finally Leads to W.O.M Advertising
Publish place: دومین کنفرانس بین المللی مدیریت و علوم اجتماعی
Publish Year: 1395
نوع سند: مقاله کنفرانسی
زبان: English
View: 425
This Paper With 18 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
ICMSCONF02_006
تاریخ نمایه سازی: 5 بهمن 1395
Abstract:
Increasing growth of social network users and increasing speed of data transfer, attracting companies to this arena. Social Networks are effective shortcut for different companies to enhance their relationships with their customers and potential customer whole over the world. A survey based empirical study with 394 respondents was conducted. The results of Structural Equation Modeling show that brand communities established on social media have positive effects on customer-product, customer-brand, customer-company and customer-customers relationships. Which in turn have positive effects on brand trust except for customer-company relationship, and brand trust has positive effects on brand commitmentand brand commitment has positive effect on word of mouth advertisement
Keywords:
Authors
Hamed Abbaszadeh Avilagh
Ph.D. student of behavioral management, Kharazmi University, Tehran, Iran
Saman Siapoushi
Master student of Business Administration, International Marketing, University of Tabriz, Iran.
مراجع و منابع این Paper:
لیست زیر مراجع و منابع استفاده شده در این Paper را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود Paper لینک شده اند :