Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Customer Interactions in Virtual Brand Communities: Evidence from China

Customer Interactions in Virtual Brand Communities: Evidence from China AbstractCustomer interactions in virtual brand communities (VBCs) have become a significant approach of value co-creation. Although VBCs have been examined in different contexts and perspectives, customer interactions in VBCs have been understudied, which limits our understanding of how to deliver favorable interaction experience in VBCs. This study develops an integrated framework for customer interactions and its key antecedents (i.e., needs). Drawing on the social identity theory, brand identity is incorporated to examine its contingent impacts on the influences of the needs on customer interactions. The framework is tested in the context of the brand community (i.e, Apple, China). Global implications, managerial implications and research implications are discussed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Global Information Technology Management Taylor & Francis

Customer Interactions in Virtual Brand Communities: Evidence from China

Customer Interactions in Virtual Brand Communities: Evidence from China

Journal of Global Information Technology Management , Volume 15 (2): 24 – Apr 1, 2012

Abstract

AbstractCustomer interactions in virtual brand communities (VBCs) have become a significant approach of value co-creation. Although VBCs have been examined in different contexts and perspectives, customer interactions in VBCs have been understudied, which limits our understanding of how to deliver favorable interaction experience in VBCs. This study develops an integrated framework for customer interactions and its key antecedents (i.e., needs). Drawing on the social identity theory, brand identity is incorporated to examine its contingent impacts on the influences of the needs on customer interactions. The framework is tested in the context of the brand community (i.e, Apple, China). Global implications, managerial implications and research implications are discussed.

Loading next page...
 
/lp/taylor-francis/customer-interactions-in-virtual-brand-communities-evidence-from-china-tdezBktRW6

References (44)

Publisher
Taylor & Francis
Copyright
Copyright 2001 Ivy League Publishing
ISSN
2333-6846
eISSN
1097-198X
DOI
10.1080/1097198X.2012.11082755
Publisher site
See Article on Publisher Site

Abstract

AbstractCustomer interactions in virtual brand communities (VBCs) have become a significant approach of value co-creation. Although VBCs have been examined in different contexts and perspectives, customer interactions in VBCs have been understudied, which limits our understanding of how to deliver favorable interaction experience in VBCs. This study develops an integrated framework for customer interactions and its key antecedents (i.e., needs). Drawing on the social identity theory, brand identity is incorporated to examine its contingent impacts on the influences of the needs on customer interactions. The framework is tested in the context of the brand community (i.e, Apple, China). Global implications, managerial implications and research implications are discussed.

Journal

Journal of Global Information Technology ManagementTaylor & Francis

Published: Apr 1, 2012

Keywords: Virtual Brand Communities (VBCs); Product Content Interaction; Human-Computer Interaction; Interpersonal Interaction

There are no references for this article.