원문정보
초록
영어
Companies utilize social media to conduct social marketing and manage the brand community. This study focuses on consumer-brand relationship to investigate how to improve consumers’ behavioral intentions toward brand in the context of social media based brand community. Antecedents such as informativeness, entertainment, social interaction, and incentive are supposed to influence brand relationship quality. Meanwhile, social media use types as well as relationship orientations are assumed to interact with the antecedents to affect brand relationship quality. Consequently, brand relationship quality is supposed to enhance the behavioral intentions toward brand including willingness to buy, member continuance intention, and eWOM intention. An empirical study will be done to examine the hypotheses. There will also be a discussion about the expected contribution.
목차
I. Introduction
II. Theories and Hypotheses
Social Media Based Brand Community
Motivations to Join Community
Brand Relationship Quality
Types of Social Media Use
Relationship Orientations
Behavioral Intentions toward Brand
III. Research Methodology
IV. Contribution of This Study
References