The aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential engagement and brand love literature. Specifically, this study seeks to develop a conceptual model in which social identity (SI) and social-interactive engagement (SIE) influence brand love (BL). We empirically validated the model by conducting a survey (n=387) on the Facebook fan pages of 21 leading brands. The research findings support the hypothesis that social identity positively influences consumer-brand affective relationships in terms of brand love and that social identity mediates the effect of social-interactive engagement on brand love.
The effects of Social-Interactive Engagement and Social Identity on Brand Love in Online Network-based Communities / Vernuccio, Maria; Pagani, M.; Barbarossa, Camilla; Pastore, Alberto. - ELETTRONICO. - (2014), pp. 1-8. (Intervento presentato al convegno Paradigm shifts and interactions tenutosi a Valencia nel 5-6 Giugno).
The effects of Social-Interactive Engagement and Social Identity on Brand Love in Online Network-based Communities
VERNUCCIO, Maria;BARBAROSSA, CAMILLA;PASTORE, Alberto
2014
Abstract
The aim of this study is to propose a social identity approach to consumer-brand affective relationships in online network-based communities by integrating social identity theory, experiential engagement and brand love literature. Specifically, this study seeks to develop a conceptual model in which social identity (SI) and social-interactive engagement (SIE) influence brand love (BL). We empirically validated the model by conducting a survey (n=387) on the Facebook fan pages of 21 leading brands. The research findings support the hypothesis that social identity positively influences consumer-brand affective relationships in terms of brand love and that social identity mediates the effect of social-interactive engagement on brand love.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.