Journal
SERVICE BUSINESS
Volume 11, Issue 2, Pages 229-251Publisher
SPRINGER HEIDELBERG
DOI: 10.1007/s11628-016-0306-5
Keywords
Online communities; Purchase decisions; Customer participation; Facebook brand communities; Egyptian telecommunication industry
Categories
Ask authors/readers for more resources
This study intends to fill some gaps in knowledge about online communities and their influence on consumers' purchase decisions. A review of the extant literature on online brand communities reveals that most prior studies have focused on identifying the factors associated with joining and participating in online communities. However, limited studies examine the implications of participation in online brand communities in terms of consumer behaviors, such as brand liking and intention to purchase the brand. In addition, these few studies have either focused on the influence of operational elements of the online community on purchase intention or on the influence of community members' characteristics regarding purchase intention. Therefore, this study aims to provide an integrated framework for operational and user characteristics' antecedents associated with consumers' participation in online brand communities and their effect on purchase decisions. Structural equation modeling was used to test the conceptual model. Data were collected via a survey of the Facebook pages of 282 members of Egyptian telecommunication companies. The findings provide insights into how these antecedents should be managed to enhance participation in virtual telecommunication communities.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available