Browsing by Subject "Brand choice"
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ItemThe influences of the big five personality traits, virtual brand community motives and virtual brand community uses on virtual brand community engagement(Assumption University, 2012) Punnaluck Satanasavapak ; Assumption University. Martin de Tours School of Management and EconomicsThe brand community has become a popular research topic among research scholars over the past ten years. However, previous studies of the brand community and the virtual brand community mainly focused on the characteristics of the brand communities, but not on how strong virtual brand community engagement can be created. The research objective is to investigate the relationships between the Big Five personality traits, virtual community motives, frequency, amount, types of use, and membership duration and virtual brand com- munity engagement by using the uses and gratifications theory as a theoretical framework. (Online question- naires were used to collect the data.) 230 respondents participated in this study. The results suggested that individuals with greater conscientiousness and lower openness to experience had a greater depth of virtual brand community engagement. Members that were motivated by new friendship, convenience, brand affec- tion, and social influence exhibited strong virtual brand community engagement. Additionally, virtual brand community motive variables represented a significantly more powerful set of predictors than the set of person- ality traits and virtual brand community use. The level of virtual brand community engagement depended mainly on the personality of members and their motivation to participate in the communities, rather than virtual brand community uses. Consequently, marketers need to keep in mind that that individual difference seem to be an important factor that influences how members use virtual brand community sites. Additionally, marketers should also concentrate their strategies on motivating existing members to socialize more on the site and focus their attention on how to create positive brand relationships among brand admirers.
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