Social media lovers in Colombia: the role of online brand communities in developing brand love
55 páginas
- Autores:
-
Vélez Muñoz, Jorge Andrés
- Tipo de recurso:
- Fecha de publicación:
- 2013
- Institución:
- Universidad EIA .
- Repositorio:
- Repositorio EIA .
- Idioma:
- eng
- OAI Identifier:
- oai:repository.eia.edu.co:11190/5663
- Acceso en línea:
- https://repository.eia.edu.co/handle/11190/5663
- Palabra clave:
- Rights
- openAccess
- License
- Derechos Reservados - Universidad EIA, 2013
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Social media lovers in Colombia: the role of online brand communities in developing brand love |
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Vélez Muñoz, Jorge Andrés |
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Vélez Muñoz, Jorge Andrés |
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55 páginas |
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2013 |
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2013 |
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2022-11-03T14:50:08Z |
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2022-11-03T14:50:08Z |
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Universidad EIA |
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Especialización en Gerencia de Mercados Globales |
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Escuela de Ciencias Económicas y Administrativas |
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Envigado (Antioquia, Colombia) |
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Vélez Muñoz, Jorge Andrés16baee6d765ae2f25bbb5cafb23c4f1a6002022-11-03T14:50:08Z2022-11-03T14:50:08Z2013https://repository.eia.edu.co/handle/11190/566355 páginasABSTRACT: Considering the increasing popularity of Social Media Marketing, strategists have begun to explore the ability of Brand Communities to enhance consumers’ emotional bonds and develop, in turn, higher levels of brand loyalty, trust, brand reputation and positive word-of-mouth. For this reason, the arising of Brand Love as a managerial construct seems to be deeply involved with the online consumer behaviour patterns within Brand Communities. In order to uncover the relationship between both phenomena, a quantitative empirical research was conducted on the basis of and online survey with 251 respondents. The result of be-varied correlation analysis showed that social media based brand communities can directly influence the creation of positive emotional connection with the brand, as a constitutive component of Brand Love prototype. Furthermore, related analyses were run to determine the moderating effect of the level of participation within the brand community in the model’s overall performance. Finally, implications for marketing strategy and recommendation for further research are presented to conclude the investigation.EspecializaciónEspecialista en Gerencia de Mercados Globalesapplication/pdfengUniversidad EIAEspecialización en Gerencia de Mercados GlobalesEscuela de Ciencias Económicas y AdministrativasEnvigado (Antioquia, Colombia)Derechos Reservados - Universidad EIA, 2013https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)http://purl.org/coar/access_right/c_abf2Social media lovers in Colombia: the role of online brand communities in developing brand loveTrabajo de grado - Especializacióninfo:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionTexthttp://purl.org/coar/version/c_970fb48d4fbd8a85http://purl.org/coar/resource_type/c_2df8fbb1PublicationORIGINALVelezJorge_2013_SocialMediaLovers.pdfVelezJorge_2013_SocialMediaLovers.pdfTrabajo de gradoapplication/pdf2098819https://repository.eia.edu.co/bitstreams/4f2db88c-e4c1-4815-a157-4a2835d290d1/download3cfc7d37ed3ffaba4affae22bf0d3722MD51LICENSElicense.txtlicense.txttext/plain; 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