Investigating The Effect of Brand Community on Customer Centric Model And Its Effect on Brand Trust Which Finally Leads to W.O.M Advertising

Hamed Abbaszadeh Avilagh¹ Mir Saman Siapoushi²

Abstract :
Increasing growth of social network users and increasing speed of data transfer, attracting companies to this arena. Social Networks are effective shortcut for different companies to enhance their relationships with their customers and potential customers whole over the world. A survey based empirical study with 394 respondents was conducted. The results of Structural Equation Modeling show that brand communities established on social media have positive effects on customer-product, customer-brand, customer-company and customer-customers relationships. Which in turn have positive effects on brand trust except for customer-company relationship, and brand trust has positive effects on brand commitment and brand commitment has positive effect on word of mouth advertisement.
Keywords : Brand community Customer centric model Brand trust Brand commitment Word of Mouth

زبان مقاله : انگلیسی
محور مقاله : مدیریت
محل انتشار : دومین کنفرانس بین المللی مدیریت و علوم اجتماعی
آدرس وب سایت کنفرانس : 2icmsconf.com
کد IOI مقاله : XYAZ-ZBZFA
لینک مستقیم مقاله : https://isnac.ir/XYAZ-ZBZFA
نمایش چکیده فارسی : https://isnac.ir/SA/XYAZ-ZBZFA