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

Document Type : Research Paper

Authors

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.

10.34785/J018.2023.003

Abstract

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.

Keywords

References

 
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Consumer Behavior Studies Journal
Volume 10, Issue 2
July 2023
Pages 21-44

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