Original paper
Social value, content value, and brand equity in social media brand communities
Abstract
Purpose The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis. Findings Consumers with collectivistic, extroverted, and extrinsic orientation experience social...
Paper Details
Title
Social value, content value, and brand equity in social media brand communities
Published Date
Feb 12, 2018
Volume
35
Issue
1
Pages
18 - 41
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History