Resumen

HSU, Li-Chun. How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones. J. theor. appl. electron. commer. res. [online]. 2019, vol.14, n.3, pp.168-189. ISSN 0718-1876.  http://dx.doi.org/10.4067/S0718-18762019000300110.

This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.

Palabras clave : Facebook fan pages of smartphone; Brand self-expression and uniqueness; Hedonic products; Brand passion; Brand loyalty.

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