عنوان مقاله [English]
Given the increasing tendency of Iranian young people towards social networks, these networks could be applied for better connections with would-be and existing customers. Present work mainly aims to study impact of social media-based brand communities on shared knowledge, , and trust and loyalty in brand, by using shared awareness(the main feature of brand communities) and value creation activities (in online brand communities) variables The study of this study is a survey-descriptive one. In order to test study hypothesis, the questionnaire was distributedamong406 respondents, and hypotheses put to test by using SPSS and AMOS applications. The results show that using social media-based brand communities leave a positive impact on the shared knowledge of members (a main component of brand community)which could be apply to value creation activities of brand’s online community including social networking, influence management, society interaction and use of the brand. Moreover, while the effect of value creation activities in brand communities on trust in brand was not confirmed, the impact of trust in brand on loyalty in brand was verified.
خداداد حسینی، ح، رضوانی، م، (1391)، مدیریت جامع برند،. تهران:دفتر پژهشهای فرهنگی.
میرزایی ،خ (1388).پژوهش ،پژوهشگری و پژوهشنامه نویسی.تهران : انتشارات جامعه شناسان .
مالهوترا،ن ،(1393).تحقیقات بازاریابی ، تهران : کتاب مهربان
حسینی ، م ،1376،جامعه اطلاعاتی و توسعه ،نشریه فنی مرکز اطلاعات ومدارک علمی ایران،دوره دوازدهم ،شماره 3
Ba, S. (2001). Establishing online trust through a community. Decision Support System,Europen journal of marketing, 31(5) , 323–336.
Browne, M., & Cudeck, R. (1993). Alternative ways of assessing model fit. In K. A. Bollen, & J. S. Long (Eds.) , Testing structuralequation models,27(3) , 136–162.
Dewey, J. (1927). The public and its problems. New York: Holt.Lasch, C. (1991). The true and only heaven: Progress and its critics. New York: Norton.
Franke, N., & Shah, S. K. (2003). How communities support innovative activities: Anexploration of assistance and sharing among end-users. Research Policy, 32 (1) ,157-178.
Gusfield, J. (1978). Community: A critical response. New York: Harper and Row.
Hanna, R., Rohm, A., &Crittenden, V. L. (2011). We’re all connected: The power ofsocial media ecosystem. Business Horizons, 54(2) , 265–273
Kaplan, A. M., & Haenlein, M. (2010). Users of the world, The challenges andopportunities of social media. Business Horizons, 53(1), 59–68.
Kozinets, R., de Valck, K., Wojinicki, A. C., & Wilner, S. (2010). Networked narratives: Understanding word-of-mouth marketing in online communities. Journal ofMarketing, 74, 71–89.
Lasch, C. (1991). The true and only heaven: Progress and its critics. New York: Norton.
Michael R.Solomon. (2008). Consumer Behavior:Buying, having and being (10ed.). Pearson Education
McAlexander, J. H., & Schouten, J. W. (1998). Brand-fests: Servicescapes for the cultivation of brand equity. In J. F. Sherry (Ed.), Servicescapes: The concept of place in contemporary markets (pp. 377Sherry (Ed.), Servicescapes: The c
McAlexander, J. H., Schouten, W. John, & Koening, F. H. (2002). Building brandcommunity. Journal of Marketing, 66 (2) , 38–54.
Muniz, A., & O’Guinn, T. (1996). Brand community and the sociology of brands. Inthe special session, communities of consumption: A central metaphor fordiverse research,Vol. 23, pp. 265–266.
Muniz, A., & Schau, H. J. (2007). Religiosity in the abandoned Apple Newton brand
community. Journal of Consumer Research, 31, 737–747.
Muniz, M. A., & O’Guinn, C. T. (2001). Brand community. Journal of ConsumerResearch, 27(March), 412–432.
Laroche, Habibi, Marie-Odile Richard1 (2012)be or not to be in social media: How brand loyalty is affected by social media?, International Journal of Information Management, 33(1),76-82.
Rheingold, H. (1991). A slice of life in my virtual community. In L. M. Harasim,journal of advertising Research,45(2),57-80.
Schau, J. H., Muniz, M. A., & Arnould, J. E. (2009). How brand community practices
create value. Journal of Marketing, 73(5), 305),
Weber, M. (1978) Economy and society. Berkeley, CA: University of California Press.
Ward, J. C., & Ostrom, A. L. (2006). Complaining to the masses: The role of protest
framing in customer-created complaint web sites. Journal of Consumer Research,
Zhou, Z., Zhang, Q., Chenting, Su& Zhou, Nan. (2011a). How do brand communitiesgenerate brand relationships? Intermediate mechanisms. Journal of BusinessResearch,24(4), 50–57.