Citation

The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites

Abstract | Word Stems | Keywords | Association | Citation | Similar Titles



Abstract:

The current study tested a theoretical model of consumers’ online brand community engagement behaviors with a particular attention on online brand community type (consumer vs. marketer-created). By integrating attribution and social identity theories, this study investigates the causal linkage among intrinsic motives of altruism, social identification motivations and online brand community engagement behaviors. The results show that consumers’ online brand community engagement behavioral intentions are indirectly influenced by the community type through different levels of attributions to intrinsic motives of altruism that the community type generates and social identification motivations that consumers formulate.

Most Common Document Word Stems:

communiti (255), onlin (158), brand (151), consum (144), motiv (124), social (87), engag (60), market (56), creat (55), effect (46), type (46), intrins (45), attribut (45), identif (41), altruism (40), intent (39), behavior (36), p (32), size (28), signific (25), research (24),
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Association:
Name: International Communication Association
URL:
http://www.icahdq.org


Citation:
URL: http://citation.allacademic.com/meta/p403892_index.html
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MLA Citation:

Lee, Doohwang., Kim, Hyuk Soo. and Kim, Jung. "The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore, Jun 22, 2010 <Not Available>. 2014-11-27 <http://citation.allacademic.com/meta/p403892_index.html>

APA Citation:

Lee, D. , Kim, H. and Kim, J. K. , 2010-06-22 "The Impact of Online Brand Community Type on Consumer’s Community Engagement Behaviors: Consumer-Created vs. Marketer-Created Online Brand Community in Online Social Networking Websites" Paper presented at the annual meeting of the International Communication Association, Suntec Singapore International Convention & Exhibition Centre, Suntec City, Singapore Online <APPLICATION/PDF>. 2014-11-27 from http://citation.allacademic.com/meta/p403892_index.html

Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: The current study tested a theoretical model of consumers’ online brand community engagement behaviors with a particular attention on online brand community type (consumer vs. marketer-created). By integrating attribution and social identity theories, this study investigates the causal linkage among intrinsic motives of altruism, social identification motivations and online brand community engagement behaviors. The results show that consumers’ online brand community engagement behavioral intentions are indirectly influenced by the community type through different levels of attributions to intrinsic motives of altruism that the community type generates and social identification motivations that consumers formulate.


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I Know Ulterior Motives Behind Companies’ Corporate Social Responsibility: Exploring the Effects of Perceived CSR Motives and Issue Engagement on Consumer Responses


 
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