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2016 - ICA's 66th Annual Conference Pages: unavailable || Words: unavailable || 
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1. Park, Jae Hee. and McMillan, Sally. "Cultural Differences in Online Community Motivations: Exploring Korean Automobile Online Brand Communities (KAOBCs) and American Automobile Online Brand Communities (AAOBCs)" Paper presented at the annual meeting of the ICA's 66th Annual Conference, Hilton Fukuoka Sea Hawk, Fukuoka, Japan, Jun 09, 2016 Online <APPLICATION/PDF>. 2018-11-17 <http://citation.allacademic.com/meta/p1107977_index.html>
Publication Type: Conference Paper/Unpublished Manuscript
Review Method: Peer Reviewed
Abstract: To gain a better understanding of online brand communities, this study has examined why people joined in online brand communities and whether there were some differences in the motivations of Internet users based on different cultures. Open-ended questions were asked to the community members from both South Korean Automobile Online Brand Communities (KAOBC) and American Automobile Online Brand Communities (AAOBC) in the first stage and then generated and utilized an online survey for the study. The study found that KAOBC members tended to have a stronger social network, business, and communication motivations than AAOBC members. As a primary motivation, information seeking is the strongest motivation for members of both KAOBC and AAOBC. They had a similar level of information motivation.

2010 - International Communication Association Pages: unavailable || Words: 6376 words || 
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2. 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 Online <APPLICATION/PDF>. 2018-11-17 <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Publication Type: Conference Paper/Unpublished Manuscript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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