Influence of integration on interactivity in social media luxury brand communities
By Juran Kim, Ki Hoon Lee. Journal of business research, 2017
145 citations recorded by the source corpus.
Abstract Luxury brand marketers have recently turned their attention to customer-driven social media communities devoted to their brands. The key concepts of integration and interactivity provide the theoretical foundation to investigate social media luxury brand communities (LBCs). Data were collected from 252 luxury brand Facebook fan page members in South Korea. The study examines the effects of: (1) LBC integration on interaction as a process; (2) interaction as a process on perceived interactivity of LBCs; and (3) integration and interactivity on attitudes, brand loyalty, and purchase intentions. The findings confirm: positive effects of LBC integration on interaction as a process and positive effects of interaction as a process on perceived interactivity of LBCs. The results also confirm the effects of interactivity on brand attitude, brand loyalty, and purchase intentions. It is the first to offer a theoretical framework to analyze social media LBCs using the key concepts of integration and interactivity.
Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/373c45319180fccd7a85349fe2f59d8f7d3ad2f5
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In Organizational Behavior and Human Resource Management
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Citations in the corpus
- Examining the impact of luxury brand's social media marketing on customer engagement: Using big data analytics and natural language processing (2019, background): “First, few studies have explicitly discussed the conceptualization of customer engagement (e.g., Dhaoui, 2014; Kefi & Maar, 2018; Kim & Lee, 2017; Pentina et al., 2018), and in the few that do so, there is inconsistency between the conceptualization and operationalization of customer engagement.”
- The Impact of Perception Related Social Media Marketing Applications on Consumers’ Brand Loyalty and Purchase Intention (2019, background): “…in South Korea were investigated, data were collected from 252 luxury brand Facebook fan page members, and it was concluded that the luxury brand attitude positively affected brand loyalty and purchase intention and that brand loyalty positively affected purchase intention (Kim and Lee, 2017).”