Virtual Community Engagement on Facebook Brand Page

Zhang Jing, Heang Sotheara and Mom Virak
Additional contact information
Zhang Jing: Huazhong University of Science and Technology, China
Heang Sotheara: Huazhong University of Science and Technology, China
Mom Virak: Huazhong University of Science and Technology, China

Journal of International Business Research and Marketing, 2016, vol. 2, issue 1, 7-13

Abstract: The behavior of consumers in virtual community varies according to the types of the community they feel belonged to. The study may not only be conducted to understand what drives consumers to participate in the virtual brand community but may also seek to understand how members could get themselves with the community. The finding indicates that hedonic benefit is the strongest stimulus, which links to higher engagement. Though economic motive and product learning are not found to have a significant effect on sharing and commenting behavior; they are considered inherent. From theoretical contribution, the papers also provide strategic marketing directions to promote virtual community engagement.

Keywords: Virtual Brand Community; Engagement Behavior; Facebook (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:

Downloads: (external link)
http://researchleap.com/wp-content/uploads/2017/02 ... ebook-Brand-Page.pdf (application/pdf)
http://researchleap.com/virtual-community-engagement-facebook-brand-page/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:2:y:2016:i:1:p:7-13

DOI: 10.18775/jibrm.1849-8558.2015.21.3001

Access Statistics for this article

More articles in Journal of International Business Research and Marketing from Inovatus Services Ltd.
Bibliographic data for series maintained by Bojan Obrenovic ().