Motivaciones de visita de los miembros de las comunidades de marca virtuales a través de las redes sociales y su relación con la intención de compra, reclutamiento y recomendación boca a boca
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Las comunidades de marca virtuales surgen como una alternativa de interacción entre los miembros, que de manera voluntaria pertenecen, coexisten e interactúan entre sí y con las empresas, fortaleciendo los lazos de lealtad hacia las marcas preferidas. La presente investigación tiene como objetivo conocer los factores que motivan a los participantes a unirse a una comunidad virtual de marca. Usando un cuestionario auto-administrado a una muestra representativa de 259 individuos miembros de la comunidad de marca Apple, en Facebook. Este estudio provee evidencia empírica de que la motivación primaria es la búsqueda de información, seguida de simpatía a la marca. Este estudio prueba modelos de regresión para encontrar la relación entre las motivaciones primarias de visita, con la intención de compra, reclutamiento y recomendación boca a boca, los hallazgos indican que las motivaciones de visita son indicadores en la predicción de intención de compra, reclutamiento y recomendación boca a boca.
The virtual brand communities emerge as an alternative of interaction between members, who voluntarily belong, coexist and interact with each other and the companies, strengthening loyalty ties towards the preferred brands. The objective of this research is to identify the factors that motivate participants to join a virtual brand community. Using a self-administered questionnaire to a representative sample of 259 individuals from the Apple brand community, on Facebook. The study provides evidence that the primary motivation is the search for information, followed by brand likeability. Knowing these motivations, helps small and medium entrepreneurs to define a successful strategy of brand communities in social networks. Regression models were conducted to find the relationship between the primary motivations of visit, with the intention of purchase, recruitment and word of mouth recommendation, the findings indicate that visiting motivations are indicators in the prediction of purchase intention, recruitment and word of mouth recommendation.
The virtual brand communities emerge as an alternative of interaction between members, who voluntarily belong, coexist and interact with each other and the companies, strengthening loyalty ties towards the preferred brands. The objective of this research is to identify the factors that motivate participants to join a virtual brand community. Using a self-administered questionnaire to a representative sample of 259 individuals from the Apple brand community, on Facebook. The study provides evidence that the primary motivation is the search for information, followed by brand likeability. Knowing these motivations, helps small and medium entrepreneurs to define a successful strategy of brand communities in social networks. Regression models were conducted to find the relationship between the primary motivations of visit, with the intention of purchase, recruitment and word of mouth recommendation, the findings indicate that visiting motivations are indicators in the prediction of purchase intention, recruitment and word of mouth recommendation.
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No. 44