online brand community

online brand community

1. brand community

   • consumer tribe (cova)
   • key feature (Muniz, O'Guinn)
     • consciousness of kind
     • rituals and tradition
     • a sense of moral responsibility
   • focal customer relationship model (McAlexander )
   • positive and negtative influence(Algesheimer)
   • emotion attachment loyal(Rosenbaum

2. motivation

   • information searching and social need (Mathwik ,2002,)
   • infromation searching and learn experience( Preece )

3. types of memberes( Riding,

   • lurkers
   • posters

4. characteristic

   • shared experience
   • social connection
   • internet
   • interactivity

5. purchase decision

   • C2C communication reduce risk
   • WOM recommendation
   • perception of risk
   • customer review

6. brand loyalty

   • consumer trust
   • attitude and behavior
   • generate relationship user and company user and user
   • C2C communication

7. negative influence

   • negative comments
   • bad experience shareing
     • spread
   • hard to create trust
   • anti-brand members