Với sự phát triển của mạng xã hội, thay vì nỗ lực duy trì mối quan hệ với từng khách hàng, cộng đồng thương hiệu trực tuyến là giải pháp mới cho doanh nghiệp (DN). Nghiên cứu này mở rộng lí thuyết của chủ đề với giả thuyết vai trò trung gian gắn kết của k
DOI:
https://doi.org/10.24311/jabes/2016.27.10.1347Keywords:
Customer Engagement to virtual brand community, Intensity of Consumer Participation, Brand Trust, Brand Attachment, Brand Loyalty IntentionAbstract
In the context of growing social media, instead of attempting to maintain a relationship with each customer, managers use virtual brand community as a new solution. This research contributes to the literature of this topic by supposing and testing the mediating role of consumer engagement to virtual brand community in the relationship between intensity of consumer participation in a community and brand attachment/brand loyalty intention. In addition, this seems to be the first study to investigate the indirect effect of brand trust on brand attachment and brand loyalty intention through consumer engagement in virtual brand community. The results from the empirical study conducted with 640 members of three virtual communities of such product brands as VithairPlus, Younger, and FiliformBerry in Vietnam (from March to June 2016) confirm these hypotheses. One remarkable result is that customer engagement to virtual community plays a full moderator role in three out of four relationships mentioned above. Thence, the study provides practionners with significant insights into effective management of this kind of marketing communication.
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