The role of information, experience and participation in building brand equity on social media

被引：0

作者：

Jin, Bih-Huang ^{[1
]}

Li, Yung-Ming ^{[2
]}

机构：

[1] Tunghai Univ, Dept Business Adm, Taichung, Taiwan

[2] Natl Chio Tung Univ, Inst Informat Management, Hsinchu, Taiwan

来源：

NEW ADVANCES IN INFORMATION SYSTEMS AND TECHNOLOGIES, VOL 1 | 2016年 / 444卷

关键词：

Brand equity; social media; information; experience; participation; ONLINE COMPANIES; TRUST; COMMUNITIES; LOYALTY;

D O I：

10.1007/978-3-319-31232-3_4

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

Social media has changed the interactive mode between business and customer, which are important factors contributing to marketing 3.0. This study is to understand how to use social media as a marketing tool to build brand for social media users, considering the influence of friends. This study used online questionnaires to collect data, and to verify the impact of these factors on brand trust, brand loyalty and brand equity. The study found the information, experience, and participation could influence brand equity through brand trust and brand loyalty.

引用

页码：39 / 45

页数：7

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