The Role of Virtual Community Participation and Engagement in Building Brand Trust: Evidence from Pakistan Business Schools

• 발행기관: 한국유통과학회
• 저자명: Muhammad TABISH Muhammad Adnan BASHIR Muhammad Mansoor ALAM Zalizah Awang LONG Mohd. Khairil RAHMAT
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 9 No.3, 399~409쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2022.03.30

영문 초록

The purpose of this study is to examine the role of virtual community participation and engagement in the brand decision by building community and brand trust. In this study, two theories (Social Capital Theory and Theory of Collective Action) were tested. Both theories were linked based on existing literature, and empirical evidence was obtained through testing hypotheses. Students from five prestigious Pakistani business schools provided a total of 849 replies. The measurement model and structural model were both analyzed using the partial least square (PLS) method. The findings show that virtual community engagement and participation have a positive and significant impact on virtual community trust. Although virtual community engagement has a positive effect on brand trust, we found no evidence of a link between virtual community participation and brand trust. Later, these trusts positively influence brand choice. This study has several managerial implications. The suggested model of this study helps managers to get customers’ insight, choose the right target market, and set integrated marketing communication strategies besides social media marketing strategies. The study represents a new perspective of consumer behavior that helps to understand how a customer behaves in virtual communities to trust and take the final decision to purchase.

목차

1. Introduction

2. Literature Review and Hypotheses

3. Research Methodology

4. Results

5. Discussion

6. Theoretical and Managerial Implications

7. Limitations and Future Research

References

키워드

Virtual Community Engagement Virtual Community Participation Virtual Community Trust Brand Trust Brand Choice