The Effectiveness of Netflix’s Online Brand Community Engagement, Consumer-Brand Relationship towards Brand Loyalty
Article Sidebar
Published:
Jun 29, 2020
Keywords:
Online Brand Community Brand Relationship Quality Customer Engagement Customer-Brand Relationship Brand Loyalty
Main Article Content
Abstract
The purpose of this study was to explore the phenomenon of online brand community in the context of consumer brand relationship. The specific research objectives were: (a) to investigate whether motivation of joining online Facebook group predict engagement in online Facebook group; (b) to examine if motivation of joining online Facebook group predict the relationship quality of the community; (c) to examine if engagement in online Facebook group predict the relationship quality
of the community; (d) to examine whether engagement in online Facebook strengthens and predict predicts customer loyalty toward the brand and (e) to investigate whether the relationship quality of the community predicts customer loyalty toward the brand.
This research employed an approach of a survey quantitative research using the structured online questionnaire answered by 260 online Netflix community members. Data were analyzed using frequency tables and hypothesis were tested by Path Analysis.
The findings suggest that the brand relationship quality of online Netflix community was discovered to be positively influenced by the motivation and engagement of the online Netflix community with impacts on Netflix Loyalty. In addition, while engagement is an important driver of the brand relationship quality of online Netflix community, it is not a factor predicting Netflix Loyalty.
Article Details
Section
บทความวิชาการ
ข้อความและความเห็นในวารสารนิเทศศาสตร์และนวัตกรรม นิด้า เป็นของผู้เขียนแต่ละท่าน มิใช่ของคณะนิเทศศาสตร์และนวัตกรรมการจัดการ สถาบันบัณฑิตพัฒนบริหารศาสตร์
References
จินตนา ธนวิบูลย์ชัย. (2537). การวิเคราะห์ข้อมูลด้วยเทคนิค Path analysis กรุงเทพฯ: ม.ป.พ.
ชาลี ยั่งยืน. (2560). การใช้และความพึงพอใจต่อการใช้บริการชมภาพยนตร์ ผ่านแพลตฟอร์ม Netflix ของกลุ่ม Gen Y. (การค้นคว้าอิสระวารสารศาสตรมหาบัณฑิต สาขาวิชาสื่อสารมวลชน). มหาวิทยาลัยธรรมศาสตร์.
วศิน อุ่ยเต็กเค่ง. (2558). การศึกษากลยุทธ์การสื่อสารทางการตลาดออนไลน์ ของธุรกิจภาพยนตร์ออนไลน์ รูปแบบสตรีมมิ่งในประเทศไทย. (การค้นคว้าอิสระนิเทศศาสตรมหาบัณฑิต สาขาวิชาการสื่อสารการตลาดดิจิทัล). มหาวิทยาลัยกรุงเทพ.
วีรพงษ์ พวงเล็ก. (2561). การสื่อสารผ่านแฟนเพจเฟซบุ๊กกับผลที่เกิดขึ้นต่อเจ้าของแฟนเพจเฟซบุ๊ก: กรณีศึกษาแฟนเพจเฟซบุ๊กที่ได้รับความนิยมในประเทศไทย. วารสารสถาบันเทคโนโลยีแห่งสุวรรณภูมิ, ฉบับพิเศษ., 17 - 33
สิริลดา นาดี. (2559). รูปแบบเนื้อหาการสื่อสาร และการตอบสนองบนเฟซบุ๊กแฟนเพจ ผลิตภัณฑ์ความงาม กรณีศึกษา เฟซบุ๊กแฟนเพจ: Oriental Princess Society, Merrezca และ BSC Cosmetology. (การค้นคว้าอิสระนิเทศศาสตรมหาบัณฑิต สาขาวิชาการสื่อสารการตลาดดิจิทัล ไม่ได้ตีพิมพ์) มหาวิทยาลัยกรุงเทพ.
อรรถรณ บาหยัน. (2559). ประสิทธิผลการสื่อสารของแฟนเพจรีวิวภาพยนตร์บนสื่อเฟซบุ๊ก. (วิทยานิพนธ์นิเทศศาสตรมหาบัณฑิต). จุฬาลงกรณ์มหาวิทยาลัย.
อุษณีย์ ด่านกลาง (2559). ปัจจัยที่ส่งผลต่อความพึงพอใจของผู้ชมวิดีโอคอนเทนท์บนสื่อสังคมออนไลน์. วารสารมนุษยศาสตร์และสังคมศาสตร์มหาวิทยาลัยราชพฤกษ์, 2(2), 78-90.
Aaker, D. A. (1992). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing, 56(2), 125. https://doi.org/10.2307/1252048
Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy Marketing Science, 38(5), 634-653. https://doi.org/10.1007/s11747-009-0178-5 https://doi.org/10.1007/s11747-009-0178-5
Aggarwal, P., & Law, S. (2005). Role of Relationship Norms in Processing Brand Information. Journal of Consumer Research, 32(3), 453-464. https://doi.org/10.1086/497557
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
Andrews, D. C. (2002). Audience-specific online community design. Communications of the ACM, 45(4), 64-68. Retrieved from https://dl.acm.org/citation.cfm?id=505275
Bae, S., & Lee, T. (2011). Product type and consumers’ perception of online consumer reviews. Electron Markets, 21(4), 255-266. https://doi.org/10.1007/s12525-011-0072-0
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Antecedents and Consequences of Consumer Participation in On-Line Communities: The Case of the Travel Sector. International Journal of Electronic Commerce, 15(2), 137-167. https://doi.org/10.2753/jec1086-4415150205
Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty. Online Information Review, 31(6), 775-792. https://doi.org/10.1108/14684520710841766
Cheong, H. J., & Morrison, M. A. (2008). Consumers’ Reliance on Product Information and Recommendations Found in UGC. Journal of Interactive Advertising, 8(2), 38-49. https://doi.org/10.1080/15252019.2008.10722141
de Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
de Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. The Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277. https://doi.org/10.1080/0965254x.2015.1095222
Dommer, S., Swaminathan, V., & Gürhan-Canli, Z. (2015). Who Blames But Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts. ACR North American Advances.
Evans, D., & McKee, J. (2010). Social media marketin: The Next Generation of Business Engagement. Indianapolis, Ind: John Wiley & Sons.
Fiore, A. M., Kim, J., & Lee, H.-H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53. https://doi.org/10.1002/dir.20042
Fournier, S. (1994). A consumer-brand relationship framework for strategic brand management. DAI (Vol. 56(11A), p. 386).
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-353. https://doi.org/10.1086/209515
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472. https://doi.org/10.1016/s0167-8116(97)00021-9
Furlong, M. S. (1989). An Electronic Community for Older Adults: The SeniorNet Network. Journal of Communication, 39(3), 145-153. https://doi.org/10.1111/j.1460-2466.1989.tb01048.x
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. https://doi.org/10.1108/01409171211256578
Habibi, M. R., Laroche, M., & Richard, M.-O. (2014). Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities. International Journal of Information Management, 34(2), 123-132. https://doi.org/10.1016/j.ijinfomgt.2013.11.010
Healy, J. C., & McDonagh, P. (2013). Consumer roles in brand culture and value co-creation in virtual communities. Journal of Business Research, 66(9), 1528-1540. https://doi.org/10.1016/j.jbusres.2012.09.014
Heath, R. (2007). How do we predict advertising attention and engagement?. In University of Bath School of Management .
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737-764. https://doi.org/10.1002/(sici)1520-6793(199712)14:83.0.co;2-f
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information & Technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155. https://doi.org/10.1016/j.ijhm.2013.08.015
Kim, J. W., Choi, J., Qualls, W., & Han, K. (2008). It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management, 24(3-4), 409-431. https://doi.org/10.1362/026725708x306167
Kotler, P. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Laudon, K. C., & Traver, C. (2014). E-commerce Essentials. Pearson.
Lou, L., & Koh, J. (2017). Antecedents and Outcomes of Brand Relationship Quality in Brand Communities: A Cross-validation Test of Two Social Media Samples. In (p. 92). PACIS.
Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/oir-01-2015-0029
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House. Journal of Interactive Marketing, 27(4), 270-280. https://doi.org/10.1016/j.intmar.2013.09.008
Marci, C. D. (2006). A Biologically Based Measure of Emotional Engagement: Context Matters. JAR, 46(4), 381-387. https://doi.org/10.2501/s0021849906060466
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56. https://doi.org/10.1016/s0022-4359(00)00045-2
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38-54. https://doi.org/10.1509/jmkg.66.1.38.18451
MediaNama. (2019, May 2). Facebook Will Now Shift Focus to Groups and Events: F8 2019 - MediaNama. Retrieved July 2, 2019, from https://www.medianama.com/2019/05/223-facebook-f8-focus-on-groups-events/
Mir, I., & Rehman, K. (2013). Factors Affecting Consumer Attitudes and Intentions toward User - Generated Product Content on YouTube. Management & Marketing Challenges for the Knowledge Society. 8(4), 637-654.
Monteiro, B. (2011). A conceptual model of a brand’s presence on Facebook aligned with teenagers’ motivations and marketing strategies (Doctoral dissertation, NSBE-UNL).
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.2307/1252059
Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618
Nambisan, S., & Baron, R. A. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-creation Activities. Journal of Product Innovation Management, 26(4), 388-406. https://doi.org/10.1111/j.1540-5885.2009.00667.x
Nielsen. (2012, January 1). Consumer Trust In Online, Social And Mobile Advertising Grows. Retrieved May 2, 2019, from http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
Nonnecke, B., Andrews, D., & Preece, J. (2006). Non-public and public online community participation: Needs, attitudes and behavior. Electron Commerce Research, 6(1), 7-20. https://doi.org/10.1007/s10660-006-5985-x
Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105
Park, H., & Kim, Y.-K. (2014). The role of social network websites in the consumer–brand relationship. Journal of Retailing and Consumer Services, 21(4), 460-467. https://doi.org/10.1016/j.jretconser.2014.03.011
Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://doi.org/10.1007/s13278-013-0098-8
Presi, C., Saridakis, C., & Hartmans, S. (2014). User-generated content behaviour of the dissatisfied service customer. European Journal of Marketing, 48(9/10), 1600-1625. https://doi.org/10.1108/ejm-07-2012-0400
Rappaport, S. D. (2007). Lessons from Online Practice: New Advertising Models. Journal of Advertising Research, 47(2), 135-141. https://doi.org/10.2501/s0021849907070158
Ridings, C. M., & Gefen, D. (2004). Virtual Community Attraction: Why People Hang Out Online. Journal of Computer-Mediated Communication, 10(1). https://doi.org/10.1111/j.1083-6101.2004.tb00229.x
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51. https://doi.org/10.1509/jmkg.73.5.30
Shang, R., Chen, Y., & Liao, H. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398-418. https://doi.org/10.1108/10662240610690025
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418. https://doi.org/10.1016/0969-5931(95)00018-6
Statt, N. (2019, April 30). Facebook Is Redesigning Its Core App Around The Two Parts People Actually Like To Use. The Verge. Retrieved July 2, 2019, from https://www.theverge.com/2019/4/30/18523265/facebook-events-groups-redesign-news-feed-features-f8-2019
Swaminathan, V., Stilley, K. M., & Ahluwalia, R. (2009). When Brand Personality Matters: The Moderating Role of Attachment Styles. Journal of Consumer Research, 35(6), 985-1002. https://doi.org/10.1086/593948
van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, Culture & Society, 31(1), 41-58. https://doi.org/10.1177/0163443708098245
Wang, A. (2006). Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 46(4), 355-368. https://doi.org/10.2501/s0021849906060429
Wasko, M., & Faraj, S. (2005). Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice. MIS Quarterly, 29(1), 35-57. https://doi.org/10.2307/25148667
Wellman, B. (1996). For a social network analysis of computer networks: A sociological perspective on collaborative work and virtual community. In. Presented at the SIGCPR/SIGMIS, Denver, CO.
Wellman, B., & Gulia, M. (1999). Virtual communities as communities. In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 167-194). New York: Routledge
Wright, S. (1934). The Method of Path Coefficients. The Annals of Mathematical Statistics, 5(3), 161-215. https://doi.org/10.1214/aoms/1177732676
Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-223. https://doi.org/10.1016/j.jbusres.2012.07.015
ชาลี ยั่งยืน. (2560). การใช้และความพึงพอใจต่อการใช้บริการชมภาพยนตร์ ผ่านแพลตฟอร์ม Netflix ของกลุ่ม Gen Y. (การค้นคว้าอิสระวารสารศาสตรมหาบัณฑิต สาขาวิชาสื่อสารมวลชน). มหาวิทยาลัยธรรมศาสตร์.
วศิน อุ่ยเต็กเค่ง. (2558). การศึกษากลยุทธ์การสื่อสารทางการตลาดออนไลน์ ของธุรกิจภาพยนตร์ออนไลน์ รูปแบบสตรีมมิ่งในประเทศไทย. (การค้นคว้าอิสระนิเทศศาสตรมหาบัณฑิต สาขาวิชาการสื่อสารการตลาดดิจิทัล). มหาวิทยาลัยกรุงเทพ.
วีรพงษ์ พวงเล็ก. (2561). การสื่อสารผ่านแฟนเพจเฟซบุ๊กกับผลที่เกิดขึ้นต่อเจ้าของแฟนเพจเฟซบุ๊ก: กรณีศึกษาแฟนเพจเฟซบุ๊กที่ได้รับความนิยมในประเทศไทย. วารสารสถาบันเทคโนโลยีแห่งสุวรรณภูมิ, ฉบับพิเศษ., 17 - 33
สิริลดา นาดี. (2559). รูปแบบเนื้อหาการสื่อสาร และการตอบสนองบนเฟซบุ๊กแฟนเพจ ผลิตภัณฑ์ความงาม กรณีศึกษา เฟซบุ๊กแฟนเพจ: Oriental Princess Society, Merrezca และ BSC Cosmetology. (การค้นคว้าอิสระนิเทศศาสตรมหาบัณฑิต สาขาวิชาการสื่อสารการตลาดดิจิทัล ไม่ได้ตีพิมพ์) มหาวิทยาลัยกรุงเทพ.
อรรถรณ บาหยัน. (2559). ประสิทธิผลการสื่อสารของแฟนเพจรีวิวภาพยนตร์บนสื่อเฟซบุ๊ก. (วิทยานิพนธ์นิเทศศาสตรมหาบัณฑิต). จุฬาลงกรณ์มหาวิทยาลัย.
อุษณีย์ ด่านกลาง (2559). ปัจจัยที่ส่งผลต่อความพึงพอใจของผู้ชมวิดีโอคอนเทนท์บนสื่อสังคมออนไลน์. วารสารมนุษยศาสตร์และสังคมศาสตร์มหาวิทยาลัยราชพฤกษ์, 2(2), 78-90.
Aaker, D. A. (1992). Managing Brand Equity: Capitalizing on the Value of a Brand Name. Journal of Marketing, 56(2), 125. https://doi.org/10.2307/1252048
Adjei, M. T., Noble, S. M., & Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy Marketing Science, 38(5), 634-653. https://doi.org/10.1007/s11747-009-0178-5 https://doi.org/10.1007/s11747-009-0178-5
Aggarwal, P., & Law, S. (2005). Role of Relationship Norms in Processing Brand Information. Journal of Consumer Research, 32(3), 453-464. https://doi.org/10.1086/497557
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69(3), 19-34. https://doi.org/10.1509/jmkg.69.3.19.66363
Andrews, D. C. (2002). Audience-specific online community design. Communications of the ACM, 45(4), 64-68. Retrieved from https://dl.acm.org/citation.cfm?id=505275
Bae, S., & Lee, T. (2011). Product type and consumers’ perception of online consumer reviews. Electron Markets, 21(4), 255-266. https://doi.org/10.1007/s12525-011-0072-0
Casaló, L. V., Flavián, C., & Guinalíu, M. (2010). Antecedents and Consequences of Consumer Participation in On-Line Communities: The Case of the Travel Sector. International Journal of Electronic Commerce, 15(2), 137-167. https://doi.org/10.2753/jec1086-4415150205
Casaló, L., Flavián, C., & Guinalíu, M. (2007). The impact of participation in virtual brand communities on consumer trust and loyalty. Online Information Review, 31(6), 775-792. https://doi.org/10.1108/14684520710841766
Cheong, H. J., & Morrison, M. A. (2008). Consumers’ Reliance on Product Information and Recommendations Found in UGC. Journal of Interactive Advertising, 8(2), 38-49. https://doi.org/10.1080/15252019.2008.10722141
de Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of Brand Posts on Brand Fan Pages: An Investigation of the Effects of Social Media Marketing. Journal of Interactive Marketing, 26(2), 83-91. https://doi.org/10.1016/j.intmar.2012.01.003
de Vries, N. J., & Carlson, J. (2014). Examining the drivers and brand performance implications of customer engagement with brands in the social media environment. The Journal of Brand Management, 21(6), 495-515. https://doi.org/10.1057/bm.2014.18
De Wulf, K., Odekerken-Schröder, G., & Iacobucci, D. (2001). Investments in Consumer Relationships: A Cross-Country and Cross-Industry Exploration. Journal of Marketing, 65(4), 33-50. https://doi.org/10.1509/jmkg.65.4.33.18386
Dolan, R., Conduit, J., Fahy, J., & Goodman, S. (2016). Social media engagement behaviour: a uses and gratifications perspective. Journal of Strategic Marketing, 24(3-4), 261-277. https://doi.org/10.1080/0965254x.2015.1095222
Dommer, S., Swaminathan, V., & Gürhan-Canli, Z. (2015). Who Blames But Forgives When Brands Err? Applying Attachment Theory to Explain Consumer Responses to Brand Failures and Recovery Efforts. ACR North American Advances.
Evans, D., & McKee, J. (2010). Social media marketin: The Next Generation of Business Engagement. Indianapolis, Ind: John Wiley & Sons.
Fiore, A. M., Kim, J., & Lee, H.-H. (2005). Effect of image interactivity technology on consumer responses toward the online retailer. Journal of Interactive Marketing, 19(3), 38-53. https://doi.org/10.1002/dir.20042
Fournier, S. (1994). A consumer-brand relationship framework for strategic brand management. DAI (Vol. 56(11A), p. 386).
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research, 24(4), 343-353. https://doi.org/10.1086/209515
Fournier, S., & Yao, J. L. (1997). Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. International Journal of Research in Marketing, 14(5), 451-472. https://doi.org/10.1016/s0167-8116(97)00021-9
Furlong, M. S. (1989). An Electronic Community for Older Adults: The SeniorNet Network. Journal of Communication, 39(3), 145-153. https://doi.org/10.1111/j.1460-2466.1989.tb01048.x
Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review, 35(9), 857-877. https://doi.org/10.1108/01409171211256578
Habibi, M. R., Laroche, M., & Richard, M.-O. (2014). Brand communities based in social media: How unique are they? Evidence from two exemplary brand communities. International Journal of Information Management, 34(2), 123-132. https://doi.org/10.1016/j.ijinfomgt.2013.11.010
Healy, J. C., & McDonagh, P. (2013). Consumer roles in brand culture and value co-creation in virtual communities. Journal of Business Research, 66(9), 1528-1540. https://doi.org/10.1016/j.jbusres.2012.09.014
Heath, R. (2007). How do we predict advertising attention and engagement?. In University of Bath School of Management .
Hennig-Thurau, T., & Klee, A. (1997). The impact of customer satisfaction and relationship quality on customer retention: A critical reassessment and model development. Psychology & Marketing, 14(8), 737-764. https://doi.org/10.1002/(sici)1520-6793(199712)14:83.0.co;2-f
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?. Journal of Interactive Marketing, 18(1), 38-52. https://doi.org/10.1002/dir.10073
Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361. https://doi.org/10.1108/09564231211248444
Jansen, B. J., Zhang, M., Sobel, K., & Chowdury, A. (2009). Twitter power: Tweets as electronic word of mouth. Journal of the American Society for Information & Technology, 60(11), 2169-2188. https://doi.org/10.1002/asi.21149
Kang, J., Tang, L., & Fiore, A. M. (2014). Enhancing consumer–brand relationships on restaurant Facebook fan pages: Maximizing consumer benefits and increasing active participation. International Journal of Hospitality Management, 36, 145-155. https://doi.org/10.1016/j.ijhm.2013.08.015
Kim, J. W., Choi, J., Qualls, W., & Han, K. (2008). It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management, 24(3-4), 409-431. https://doi.org/10.1362/026725708x306167
Kotler, P. (2016). Marketing 4.0: Moving from traditional to digital. John Wiley & Sons.
Laudon, K. C., & Traver, C. (2014). E-commerce Essentials. Pearson.
Lou, L., & Koh, J. (2017). Antecedents and Outcomes of Brand Relationship Quality in Brand Communities: A Cross-validation Test of Two Social Media Samples. In (p. 92). PACIS.
Luarn, P., Lin, Y.-F., & Chiu, Y.-P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505-519. https://doi.org/10.1108/oir-01-2015-0029
Malthouse, E. C., Haenlein, M., Skiera, B., Wege, E., & Zhang, M. (2013). Managing Customer Relationships in the Social Media Era: Introducing the Social CRM House. Journal of Interactive Marketing, 27(4), 270-280. https://doi.org/10.1016/j.intmar.2013.09.008
Marci, C. D. (2006). A Biologically Based Measure of Emotional Engagement: Context Matters. JAR, 46(4), 381-387. https://doi.org/10.2501/s0021849906060466
Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56. https://doi.org/10.1016/s0022-4359(00)00045-2
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building Brand Community. Journal of Marketing, 66(1), 38-54. https://doi.org/10.1509/jmkg.66.1.38.18451
MediaNama. (2019, May 2). Facebook Will Now Shift Focus to Groups and Events: F8 2019 - MediaNama. Retrieved July 2, 2019, from https://www.medianama.com/2019/05/223-facebook-f8-focus-on-groups-events/
Mir, I., & Rehman, K. (2013). Factors Affecting Consumer Attitudes and Intentions toward User - Generated Product Content on YouTube. Management & Marketing Challenges for the Knowledge Society. 8(4), 637-654.
Monteiro, B. (2011). A conceptual model of a brand’s presence on Facebook aligned with teenagers’ motivations and marketing strategies (Doctoral dissertation, NSBE-UNL).
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors Affecting Trust in Market Research Relationships. Journal of Marketing, 57(1), 81-101. https://doi.org/10.2307/1252059
Muniz, A. M., & O’Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27(4), 412-432. https://doi.org/10.1086/319618
Nambisan, S., & Baron, R. A. (2009). Virtual Customer Environments: Testing a Model of Voluntary Participation in Value Co-creation Activities. Journal of Product Innovation Management, 26(4), 388-406. https://doi.org/10.1111/j.1540-5885.2009.00667.x
Nielsen. (2012, January 1). Consumer Trust In Online, Social And Mobile Advertising Grows. Retrieved May 2, 2019, from http://www.nielsen.com/us/en/insights/news/2012/consumer-trust-in-online-social-and-mobile-advertising-grows.html
Nonnecke, B., Andrews, D., & Preece, J. (2006). Non-public and public online community participation: Needs, attitudes and behavior. Electron Commerce Research, 6(1), 7-20. https://doi.org/10.1007/s10660-006-5985-x
Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63(4_suppl1), 33-44. https://doi.org/10.1177/00222429990634s105
Park, H., & Kim, Y.-K. (2014). The role of social network websites in the consumer–brand relationship. Journal of Retailing and Consumer Services, 21(4), 460-467. https://doi.org/10.1016/j.jretconser.2014.03.011
Pletikosa Cvijikj, I., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861. https://doi.org/10.1007/s13278-013-0098-8
Presi, C., Saridakis, C., & Hartmans, S. (2014). User-generated content behaviour of the dissatisfied service customer. European Journal of Marketing, 48(9/10), 1600-1625. https://doi.org/10.1108/ejm-07-2012-0400
Rappaport, S. D. (2007). Lessons from Online Practice: New Advertising Models. Journal of Advertising Research, 47(2), 135-141. https://doi.org/10.2501/s0021849907070158
Ridings, C. M., & Gefen, D. (2004). Virtual Community Attraction: Why People Hang Out Online. Journal of Computer-Mediated Communication, 10(1). https://doi.org/10.1111/j.1083-6101.2004.tb00229.x
Schau, H. J., Muñiz, A. M., & Arnould, E. J. (2009). How Brand Community Practices Create Value. Journal of Marketing, 73(5), 30-51. https://doi.org/10.1509/jmkg.73.5.30
Shang, R., Chen, Y., & Liao, H. (2006). The value of participation in virtual consumer communities on brand loyalty. Internet Research, 16(4), 398-418. https://doi.org/10.1108/10662240610690025
Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418. https://doi.org/10.1016/0969-5931(95)00018-6
Statt, N. (2019, April 30). Facebook Is Redesigning Its Core App Around The Two Parts People Actually Like To Use. The Verge. Retrieved July 2, 2019, from https://www.theverge.com/2019/4/30/18523265/facebook-events-groups-redesign-news-feed-features-f8-2019
Swaminathan, V., Stilley, K. M., & Ahluwalia, R. (2009). When Brand Personality Matters: The Moderating Role of Attachment Styles. Journal of Consumer Research, 35(6), 985-1002. https://doi.org/10.1086/593948
van Dijck, J. (2009). Users like you? Theorizing agency in user-generated content. Media, Culture & Society, 31(1), 41-58. https://doi.org/10.1177/0163443708098245
Wang, A. (2006). Advertising Engagement: A Driver of Message Involvement on Message Effects. Journal of Advertising Research, 46(4), 355-368. https://doi.org/10.2501/s0021849906060429
Wasko, M., & Faraj, S. (2005). Why Should I Share? Examining Social Capital and Knowledge Contribution in Electronic Networks of Practice. MIS Quarterly, 29(1), 35-57. https://doi.org/10.2307/25148667
Wellman, B. (1996). For a social network analysis of computer networks: A sociological perspective on collaborative work and virtual community. In. Presented at the SIGCPR/SIGMIS, Denver, CO.
Wellman, B., & Gulia, M. (1999). Virtual communities as communities. In M. A. Smith & P. Kollock (Eds.), Communities in cyberspace (pp. 167-194). New York: Routledge
Wright, S. (1934). The Method of Path Coefficients. The Annals of Mathematical Statistics, 5(3), 161-215. https://doi.org/10.1214/aoms/1177732676
Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of Business Research, 66(2), 216-223. https://doi.org/10.1016/j.jbusres.2012.07.015