تاثیر منافع اجتماعی و اطلاعاتی بر نگرش نسبت به جوامع برند آنلاین و رفتار مصرف‌کننده

نوع مقاله : مقاله پژوهشی

نویسندگان

1 مدیریت بازرگانی- بازاریابی، موسسه آموزش عالی شمیم دانش نوین، اردبیل، ایران

2 گروه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

3 گر,وه مدیریت بازرگانی، دانشکده علوم اجتماعی، دانشگاه محقق اردبیلی، اردبیل، ایران

10.34785/J018.2023.003

چکیده

جامعه برند آنلاین یکی از مهمترین ساختارهای اجتماعی در ارتباطات است که زمینه تبادل و اشتراک‌گذاری افکار و ایده‌ها را برای مصرف‌کنندگان فراهم آورده است و زمینه‌ای مناسب برای فراهم شدن مزایای اجتماعی و اطلاعاتی مصرف‌کنندگان است. هدف از این پژوهش بررسی نقش نگرش نسبت به جوامع برند آنلاین بر رفتار مصرف‌کننده با درنظر گرفتن منافع اجتماعی و اطلاعاتی می‌باشد. جامعه آماری این تحقیق مصرف‌کنندگان گوشی موبایل برند سامسونگ که در صفحه مجازی این برند در شبکه اجتماعی همچون اینستاگرام، تلگرام، واتساپ و ... عضویت دارند، می‌باشند‌، تعداد حجم نمونه در این تحقیق 300 نفر است. در این پژوهش جهت گردآوری اطلاعات از طریق پرسشنامه استاندارد استفاده شده است. جهت سنجش روایی از روایی همگرا و روایی واگرا و برای سنجیدن پایایی از آلفای کرونباخ استفاده شد که روایی و پایایی پرسشنامه مورد تایید قرار گرفت. تجزیه‌و‌تحلیل داده‏ها با آزمون‌ معادلات ساختاری با استفاده از نرم‌افزار لیزرل انجام گرفته است. نتایج نشان می‌دهد که منافع اجتماعی و منابع اطلاعاتی بر نگرش نسبت به جامعه برند آنلاین تاثیری مثبت و معنادار دارد. نگرش نسبت به جامعه برند آنلاین بر رفتار شکایت‌آمیز سازنده از برند، وفاداری به برند، اعتماد به برند و تمایل به شرکت در مراسمات اجتماعی جامعه برند آنلاین تاثیری مثبت و معنادار دارد.

کلیدواژه‌ها


عنوان مقاله [English]

The Impact of Social and Information Benefits on Attitudes Towards Online Brand Communities and Consumer Behavior

نویسندگان [English]

  • Narges Dirin 1
  • Bagher Asgarnezhad Nouri 2
  • ghasem zarei 3
  • adeleh dehghani Ghahnavieh 2
1 Business Management - Marketing, Shamim Danesh Novin Institute of Higher Education, Ardabil, Iran
2 Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
3 , Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran.
چکیده [English]

The online brand community is one of the most important social structures in communication that has provided the ground for the exchange and sharing of thoughts and ideas for consumers and is a fertile ground for becoming social benefits and information for consumers. The purpose of this study is the role of attitudes toward online branding communities on consumer and consumer behavior with social and information interests in mind. The statistical population of this research is the consumers of Samsung brand mobile phones who are members of the brand's virtual page in the social network with Instagram, Telegram, WhatsApp, etc., the number of sample size in this research is 300 people. In this research, a standard questionnaire is used to collect information. Convergent validity and divergent validity were used to assess the validity and Cronbach's alpha was used to assess the reliability. The validity and reliability of the questionnaire were required. Data analysis was performed by testing structural equations using LISREL software. The results show that social benefits and information resources have a positive and significant ratio to the online brand community. Attitudes towards the online brand community have a positive and significant effect on the constructive complaining behavior of the brand, brand loyalty, brand trust and willingness to participate in online brand social community events.

کلیدواژه‌ها [English]

  • "Consumer Behavior"
  • "Online Brand Communities"
  • "Consumer Attitudes"
  • "Social Support
  • Information" Support
اقبالی، اکرم و نایب­زاده، شهناز (۱۳۹۳). برند و جامعه برند آنلاین. کنفرانس بین‌المللی اقتصاد، حسابداری، مدیریت و علوم اجتماعی، کشور لهستان.
دالوند، آذین؛ سیم‌خواه، مسعود و جعفری، داوود (1398). تأثیر ویژگی‌های جامعه برند برخط بر وفاداری با میانجی‌گری دل‌بستگی مشتری و تعدیل­گری جنسیت. مطالعات مدیریت کسب‌وکار هوشمند، 7 (27)، 103-138.
سنجری‌نادر، بهزاد؛ یاراحمدی، فتانه و بلوچی، حسین (1399). بررسی تاثیر جامعه برند مبتنی بر شبکه­های اجتماعی بر بشارت برند از طریق تقویت اعتماد به برند. مطالعات رفتار مصرف­کننده، 7(2)، 24-47.
شیرخدایی، میثم؛ شاهی، محبوبه؛ نجات، سهیل و محمودی­نسب، سحر (1396). بررسی تأثیر رسانه‌های اجتماعی بر شکل‌گیری اعتماد و وفاداری به برند در جامعه برند (مطالعه موردی: شبکه اجتماعی اینستاگرام). تحقیقات بازاریابی نوین، 7(3)، 124- 106.
فیض، داوود؛ باقری‌قره‌بلاغ، هوشمند و رادفر، ثمین (1397). واکاوی عوامل مؤثر بر رفتار شکایت‌آمیز مشتریان: با نقش میانجی افسوس پس­ازخرید در صنعت پوشاک مد. تحقیقات بازاریابی نوین، 8(2)، 199-216.
قاسمی، حمید و راسخ، نازنین (1398). بازاریابی حسی و اعتماد به برند مشتریان فروشگاه‌های ورزشی. مطالعات مدیریت ورزشی (پژوهش در علوم ورزشی)، 11(53)، 121-138.
قاسمیان‌صاحبی، علی؛ مشبکی‌اصفهانی، اصغر و خدادادحسینی، سیدحمید (1397). بررسی وفاداری به برند، از طریق عجین‌شدن مشتری در جوامع برند آنلاین (موردمطالعه: کاربران اینستاگرام). مدیریت برند، 5 (1)، 13-34.
محمدی، جیران؛ درزیان‌عزیزی، عبدالهادی؛ فاخر، اسلام و کافی‌کنگ، نسرین (1393). بررسـی تـأثیر تطـابق شخصـیتی برند، کیفیت ادراک‌شده و وجهه‌ برند بر وفاداری به برند. راهبردهای بازرگانی، 21 (3)، 37-48.
موسوی، سیدنجم­الدین و علیزاده، ابوالفضل (1397). تاثیر ویژگی­های وب­سایت فروشگاه­های مجازی بر ارزش ویژه برند فروشگاه (مورد مطالعه: دیجی کالا). مطالعات رفتار مصرف­کننده، 5(1)، 1-19.
یاوری­گهر، فاطمه و کراقلی، مرضیه (1398). تأثیر محرک‌های ارتباط با برند بر وفاداری به برند در رسانه‌های اجتماعی. مطالعات مدیریت گردشگری (مطالعات جهانگردی)، 14(46)، 47-77.
References
Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939-955.‏
Algesheimer, R. Dholakia, U. M. & Herrman, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal Marketing, 69(3), 19–34.
Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing33(12), 1029-1038.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing54(1), 42-58.
 Anderson, P.H. (2005). Relationship marketing and brand involvement of professionals through web-enhanced brand communities: the case of Coloplast. Industrial Marketing Management, 34 (1), 285–297.
Angelovska, N. (2021). Understanding customer complaint behavior for effective resolution. UTMS Journal of Economics, 12(1), 57-69.
Atulkar, S. (2020). Brand trust and brand loyalty in mall shoppers. Marketing Intelligence & Planning, 38(5), 559-572.
Back, K.J. (2005), The effects of image congruence on customers’ Brand loyalty in upper Middle-class hotel industry, Journal of Hospitality & Tourism Research, 29 (4), 448-467.
Bartels, D. M., & Urminsky, O. (2015). To know and to care: How awareness and valuation of the future jointly shape consumer spending. Journal of Consumer Research, 41(6), 1469-1485.
Bilgin, Y. (2018). The effect of social media marketing activities on brand awareness, brand image and brand loyalty. Business & Management Studies: An International Journal6(1), 128-148.
Bloemer, J., De Ruyter, K. O., & Wetzels, M. (1999). Linking perceived service quality and service loyalty: a multi‐dimensional perspective. European journal of marketing, 33 (11/12), 1082-1106.
Bowden, J. L. H., Conduit, J., Hollebeek, L. D., Luoma-Aho, V., & Solem, B. A. (2017). Engagement valence duality and spillover effects in online brand communities. Journal of Service Theory and Practice, 27 (4), 877-897.
Bowden, J., & Mirzaei, A. (2021). Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 55(5), 1411-1439.
Bushelow, E. E. (2012). Facebook pages and benefits to brands’ Elon. Journal of Undergraduate Research in Communications, 3(2), 5–20.
Carlson, B.D., Suter, T.A. and Brown, T.J. (2008), Social versus psychological brand community: The role of psychological sense of brand community, Journal of Business Research, 61 (4), 284-291.
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research120, 398-406.
Chen, G. L., Yang, S. C., & Tang, S. M. (2013). Sense of virtual community and knowledge contribution in a P3 virtual community: Motivation and experience. Internet Research, 23 (1), 4-26.
Chen, M.H., & Tsai, K.-M. (2020). An Empirical Study of Brand Fan Page Engagement Behaviors. Sustainability, 12(1), 434.
Cheng, F. F., Wu, C. S., & Chen, Y. C. (2020). Creating customer loyalty in online brand communities. Computers in Human Behavior, 107, 105752.
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services61, 102574.‏
Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. journal of Retailing and Consumer Services, 43, 101–110.
Cova, B., & Pace, S. (2006). Brand community of convenience products: new forms of customer empowerment–the case “my Nutella. The Community,”, European journal of marketing,40 (9/10), 1087–1105.
Dalvand, A., Simkhah, M., & Jafari, D. (2019). The Effect of Online Brand Community Characteristics on Loyalty Mediated by Customer Attachment and Gender Modulation. Business Intelligence Management Studies, 7(27), 103-138. (In Persian)
Delgado-Ballester, E., Munuera-Aleman, J. L., & Yague-Guillen, M. J. (2003). Development and validation of a brand trust scale. International journal of market research45(1), 35-54.
DoubleVerify (2020), Global online content consumption doubles in 2020”, available at: www. globenewswire.com/news-release/2020/09/23/2097872/0/en/Global-Online-Content ConsumptionDoubles-in-2020-Research-Shows.html (accessed 14 October 2020).
Eghbali, A., & Naibzadeh, S. (2014). Brand and Online Business Community, International Conference on Economics. Accounting, Management and Social Sciences, Poland. (In Persian)
Ekinci, Y., Calderon, J., & Siala, H. (2016). Do personality traits predict' complaining' consumers?. International Journal of Business Environment, 8(1), 32-42.‏
Faiz, D., Bagheri Qarabolagh, H., & Radfer, S. (2018). Analysis of Factors Affecting Customer Complainant Behavior: With the Mediating Role of Post-Purchasing Alas in the Fashion Apparel Industry. New Marketing Research, 2 (29), 216-199. (In Persian)
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media marketing: A holistic framework. Journal of Business Research70, 118-126.
Ghasemi, H., & Rasekh, N. (2019). Sensory Marketing and Brand Trust: A Case of Sports Shops Customers. Sport Management Studies, 11(53), 121-138. (In Persian)
Ghasemian Sahebi, A., Meshbaki, A., & Khodadad Hosseini, H. (2018). Investigating Brand Loyalty through Customer Engagement in Online Brand Communities (Case Study: Instagram Users). Brand Management, 5(1-13), 13-34. (In Persian)
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877.
Habibi, M. R., Laroche, M., & Richard, M. O. (2014), 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.
Hagel, J., & Armstrong, A.G. (1997), “Net gain: expanding markets through virtual communities”, McKinsey Quarterly, Winter, 140-6.
Hollebeek, L.D., Conduit, J., Sweeney, J., Soutar, G., Karpen, I.O., Jarvis, W., & Chen, T. (2016). Epilogue to the special issue and reflections on the future of engagement research. Journal of Marketing Management, 32 (5/ 6), 586-594.
Hsieh, S. H., Lee, C. T., & Tseng, T. H. (2022). Psychological empowerment and user satisfaction: Investigating the influences of online brand community participation. Information & Management59(1), 103570.‏
Huaman-Ramirez, R., & Merunka, D. (2019). Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review, 31 (5), 610-645.
Huang, C. C. (2017). The impacts of brand experiences on brand loyalty: mediators of brand love and trust. Management Decision, 55 (5), 915-934.
Hur, W. M., Ahn, K. H., & Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194-1213.
Islam, J. U., & Rahman, Z. (2016). Examining the effects of brand love and brand image on customer engagement: An empirical study of fashion apparel brands. Journal of global fashion marketing7(1), 45-59.‏
Islam, J. U., & Rahman, Z. (2017). The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm. Telematics and Informatics34(4), 96-109.
Islam, J. U., Rahman, Z., & Hollebeek, L. D. (2018). Consumer engagement in online brand communities: a solicitation of congruity theory. Internet Research, 28(1), 23-45.
Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). “The influence of on-line Brand community characteristics on community commitment and Brand loyalty”, International Journal of Electronic Commerce, 12 (3), 57-80.
Jung, N. Y., Kim, S., & Kim, S. (2014). Influence of consumer attitude toward online brand community on revisit intention and brand trust. Journal of Retailing and Consumer Services21(4), 581-589.
Kang, M., Shin, D. H., & Gong, T. (2016). The role of personalization, engagement, and trust in online communities. Information Technology & People, 29 (3), 580 – 596.
Kaur, H., Paruthi, M., Islam, J., & Hollebeek, L. D. (2020). The role of brand community identification and reward on consumer brand engagement and brand loyalty in virtual brand communities. Telematics and Informatics46, 101321.‏
Kelley, J. B., & Alden, D. L. (2016). Online brand community: through the eyes of Self-Determination Theory. Internet Research, 26(4), 790-808.
Kim, J., Morris, J.D., & Swait, J. (2008), “Antecedents of true Brand loyalty”, Journal of Advertising, 37 (2), 99-117.
Koh, J., Kim, Y. G., & Kim, Y. G. (2003). Sense of virtual community: A conceptual framework and empirical validation. International journal of electronic commerce, 8(2), 75-94.‏
Kuo, Y. F., & Feng, L. H. (2013). Relationships among community interaction characteristics, perceived benefits, community commitment, and oppositional brand loyalty in online brand communities. International Journal of Information Management33(6), 948-962.
Laroche, M., Habibi, M. R., Richard, M.-O., & Sankaranarayanan, R. (2012), “The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty”, Computers in Human Behavior, 28(5), 1755-1767.
Lee, D., Kim, H.S., & Kim, J.K. (2011). The impact of online brand community type on consumer’s community engagement behaviors: consumer-created vs. marketer-created online brand community in online social-networking web sites. Cyberpsychology, Behavior, and Social Networking, 14 (1/2), 59–63.
Leimeister, J.M., Sidiras, P., & Krcmar, H. (2006). Exploring success factors of virtual communities: the perspectives of members and operators. Journal of organizational computing and electronic commerce, 16 (3/4), 277–298.
Leung, W. K., Chang, M. K., Cheung, M. L., & Shi, S. (2022). Swift trust development and prosocial behavior in time banking: A trust transfer and social support theory perspective. Computers in Human Behavior129, 107137.‏
Li, H. (2021). Impact of Interactivity in Virtual Brand Communities on Consumer Behaviors Taking Mi Community as an example. In E3S Web of Conferences (Vol. 235, p. 01034). EDP Sciences.
Li, M., Hua, Y., & Zhu, J. (2021). From interactivity to brand preference: the role of social comparison and perceived value in a virtual brand community. Sustainability13(2), 625.‏
Loureiro, S. M. C., & Kaufmann, H. R. (2018). The role of online brand community engagement on positive or negative self-expression word-of-mouth. Cogent Business & Management, 5(1), 1508543.‏
Manchanda, P., Packard, G., & Pattabhiramaiah, A. (2015). Social dollars: The economic impact of customer participation in a firm-sponsored online customer community. Marketing Science34(3), 367-387.
Martínez-López, F. J., Aguilar-Illescas, R., Molinillo, S., Anaya-Sánchez, R., Coca-Stefaniak, J. A., & Esteban-Millat, I. (2021). The Role of Online Brand Community Engagement on the Consumer–Brand Relationship. Sustainability13(7), 3679.‏
Martínez-López, F.J., Anaya-Sánchez, R., Molinillo, S., Aguilar-Illescas, R., & Esteban-Millat, I. (2017). Consumer engagement in online brand community. Electronic Commerce Research and Applications, 23, 24–37.
Mas‐Tur, A., Tur‐Porcar, A., & Llorca, A. (2016). Social media marketing for adolescents. Psychology & Marketing33(12), 1119-1125.
McAlexander, J.H., Schouten, J.W., & Koenig, H.F. (2002). Building brand community. Journal of marketing,66 (1), 38–54.
McGraw, A. P., Warren, C., & Kan, C. (2015). Humorous complaining. Journal of Consumer Research, 41(5), 1153-1171.‏
McWilliam, G. (2000). “Building stronger brands through online communities”, Sloan Management Review, 41 (1), 43-54.
Mohammadi, J., Darzian Azizi, A. H., Fakher, E., &  Kafi Kang, N. (2014). Investigating the Effect of Brand Personality Matching, Perceived Quality and Brand Reputation on Brand Loyalty. Journal of Business Strategies, 21(3), 37-48. (In Persian)
Molinillo, S., Anaya-Sánchez, R.,  Liébana-Cabanillas, F. (2019), “Analyzing the effect of social support and community factors on customer engagement and its impact on loyalty behaviors toward social commerce websites”, Computers in Human Behavior, 108, 10598.
Mousavi, S. N., & alizadeh, A. (2018). Effect of virtual store website features on store brand equity (Case Study: Digikala). Consumer Behavior Studies Journal, 5(1), 1-19. (In Persian)
Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research27(4), 412-432.
Nadeem, W., Khani, A. H., Schultz, C. D., Adam, N. A., Attar, R. W., & Hajli, N. (2020). How social presence drives commitment and loyalty with online brand communities? the role of social commerce trust. Journal of Retailing and Consumer Services55, 102136.
Naidoo, V., & Hollebeek, L. D. (2016). Higher education brand alliances: Investigating consumers' dual-degree purchase intentions. Journal of Business Research69(8), 3113-3121.
Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of product innovation management26(4), 388-406.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., & Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of business research, 57(2), 209-224.
Ozuem, W., Willis, M., Howell, K., Lancaster, G., & Ng, R. (2021). Determinants of online brand communities’ and millennials’ characteristics: A social influence perspective. Psychology & Marketing, 38(5), 794-818.
Pasternak, O. (2017). Electronic word-of-mouth in online brand communities: Drivers and outcomes. Doctoral dissertation, University of Glasgow.
Popelnukha, A., Weng, Q., Ali, A., & Atamba, C. (2021). When do low‐power customers complain? The joint effects of chronic sense of personal power and complaint success on complaining intentions. Journal of Consumer Behaviour, 20(1), 101-118.
Porter, C.E., Donthu, N., MacElroy, W.H., & Wydra, D. (2011). How to foster and sustain engagement in virtual communities. California management review, 53 (4), 80–110.
Ridings, C. M., & Gefen, D. (2004). Virtual community attraction: Why people hang out online. Journal of Computer-mediated communication10(1), JCMC10110.
Rodgers, S., & Chen, Q. (2005). Internet community group participation: Psychosocial benefits for women with breast cancer. Journal of Computer-Mediated Communication10(4), JCMC1047.
Sánchez-García, I., & Currás-Pérez, R. (2011). Effects of dissatisfaction in tourist services: The role of anger and regret. Tourism Management, 32(6), 1397-1406.‏
Sanjari Nader, B., Yarahmadi, F., & Baluchi, H. (2020). Investigating the Impact of Social Networking Based on Social Networks on Brand Evangelism through Strengthening Brand Trust. Consumer Behavior Studies, 7(2), 47-24. (In Persian)
Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of marketing73(5), 30-51.
Shaari, H., & Ahmad, I. S. (2017). Brand resonance behavior among online brand community. International Review of Management and Marketing7(1), 209-215.
Shang, R.A., Chen, Y.C., & Liao, H.J. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet research,16 (4), 398–418.
Shir Khodai, M., Shahi, M., Nejat, S., & Mahmoodi Nasab, S. (2018). Investigating the effect of social media on the formation of trust and loyalty to the brand in the brand community (Case study: Instagram social network). New Marketing Research, 7(3), 106-124. (In Persian)
Solem, B. A. A. (2016). Influences of customer participation and customer brand engagement on brand loyalty. Journal of Consumer Marketing, 33 (5), 332-342.
Sweiss, N., Obeidat, Z. M., Al-Dweeri, R. M., Mohammad Khalaf Ahmad, A., M. Obeidat, A., & Alshurideh, M. (2021). The moderating role of perceived company effort in mitigating customer misconduct within Online Brand Communities (OBC). Journal of Marketing Communications, 28(6), 1-24.
Swimberghe, K., Darrat, M. A., Beal, B. D., & Astakhova, M. (2018). Examining a psychological sense of brand community in elderly consumers. Journal of Business Research, 82, 171-178.
Thompson, S. A., & Sinha, R. K. (2008). Brand communities and new product adop-
tion: The influence and limits of oppositional loyalty. Journal of Marketing, 72(6),
65–80.
Tran, T. B. H., Nguyen, Q. A., Le, T. T., Nguyen, Q. H., Nguyen, K. S., & Dinh, H. H. (2022). Towards an Insight Into Customer Behavior in Virtual Brand Communities: An Investigation of Personal and Community Characteristic Factors. International Journal of E-Business Research (IJEBR)18(1), 1-26.‏
Wang, Y., & Fesenmaier, D.R. (2004). Modeling participation in an online travel community. Journal of Travel Research, 42 (3), 261–270.
Yavarigohar, F., & Karaqli, M. (2019). The effect of brand communication stimuli on brand loyalty in social media. Tourism Management Studies (Tourism Studies), 14 (46), 47-77. (In Persian)
Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38-47.
Zhang, C. B., Li, N., Han, S. H., Zhang, Y. D., & Hou, R. J. (2021). How to alleviate social loafing in online brand communities: The roles of community support and commitment. Electronic Commerce Research and Applications47, 101051.
Zhao, Y., Chen, Y., Zhou, R., & Ci, Y. (2019). Factors influencing customers’ willingness to participate in virtual brand community’s value co-creation: The moderating effect of customer involvement. Online Information Review, 43 (3), 440- 461.
Zheng, Y., Zhao, K., & Stylianou, A. (2013). The impacts of information quality and system quality on users' continuance intention in information-exchange virtual communities: An empirical investigation. Decision support systems56, 513-524.
Zhou, Z., Jin, X. L., & Fang, Y. (2014). Moderating role of gender in the relationships between perceived benefits and satisfaction in social virtual world continuance. Decision Support Systems, 65, 69-79.