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The development of sponsored online brand communities : a meta study

Liu, Yongchen (2015) The development of sponsored online brand communities : a meta study.

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Abstract:The purpose is to understand the development of sponsored Online Brand Communities (OBCs) by analyzing recent literature and giving recommendations on company development strategies. This is a meta-study. 51 related articles were collected via Scopus and Web of Science and analyzed by conceptual analysis and network analysis. We focus on the development of OBCs, which is analyzed by four sub-questions including the characteristics, development strategies, influential individual factors and impacts of OBCs. There are two parts to the main conclusions to conduct the development strategies of the firms. First, firms need to concentrate on satisfying the hedonic and information needs of consumer participation and attempt to increase consumers’ perceived benefits and consumer satisfaction in order to develop the company. Second, in developing OBCs, managers should build a small sized, low- tenure community with high connection to the social networking sites in a creative atmosphere to stimulate customers creating more innovative ideas. Furthermore, the need for firms to open OBCs with appropriate types of products innovation is increasingly important. Therefore, consumers’ brand loyalty, community commitment, purchase frequency, customer visit frequency, brand recognition and brand image will increase and thus benefits the firms in the long run.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/68066
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