Social media lovers in Colombia: the role of online brand communities in developing brand love

Vélez Muñoz, Jorge Andrés

Publicación:
Social media lovers in Colombia: the role of online brand communities in developing brand love

dc.contributor.author	Vélez Muñoz, Jorge Andrés
dc.date.accessioned	2022-11-03T14:50:08Z
dc.date.available	2022-11-03T14:50:08Z
dc.date.issued	2013
dc.description	55 páginas	spa
dc.description.abstract	ABSTRACT: Considering the increasing popularity of Social Media Marketing, strategists have begun to explore the ability of Brand Communities to enhance consumers’ emotional bonds and develop, in turn, higher levels of brand loyalty, trust, brand reputation and positive word-of-mouth. For this reason, the arising of Brand Love as a managerial construct seems to be deeply involved with the online consumer behaviour patterns within Brand Communities. In order to uncover the relationship between both phenomena, a quantitative empirical research was conducted on the basis of and online survey with 251 respondents. The result of be-varied correlation analysis showed that social media based brand communities can directly influence the creation of positive emotional connection with the brand, as a constitutive component of Brand Love prototype. Furthermore, related analyses were run to determine the moderating effect of the level of participation within the brand community in the model’s overall performance. Finally, implications for marketing strategy and recommendation for further research are presented to conclude the investigation.	eng
dc.description.degreelevel	Especialización	spa
dc.description.degreename	Especialista en Gerencia de Mercados Globales	spa
dc.format.mimetype	application/pdf	spa
dc.identifier.uri	https://repository.eia.edu.co/handle/11190/5663
dc.language.iso	eng	spa
dc.publisher	Universidad EIA	spa
dc.publisher.faculty	Escuela de Ciencias Económicas y Administrativas	spa
dc.publisher.place	Envigado (Antioquia, Colombia)	spa
dc.publisher.program	Especialización en Gerencia de Mercados Globales	spa
dc.rights	Derechos Reservados - Universidad EIA, 2013	spa
dc.rights.accessrights	info:eu-repo/semantics/openAccess	spa
dc.rights.coar	http://purl.org/coar/access_right/c_abf2	spa
dc.rights.creativecommons	Atribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)	spa
dc.rights.uri	https://creativecommons.org/licenses/by-nc-nd/4.0/	spa
dc.title	Social media lovers in Colombia: the role of online brand communities in developing brand love	spa
dc.type	Trabajo de grado - Especialización	spa
dc.type.coarversion	http://purl.org/coar/version/c_970fb48d4fbd8a85	spa
dc.type.content	Text	spa
dc.type.driver	info:eu-repo/semantics/article	spa
dc.type.version	info:eu-repo/semantics/publishedVersion	spa
dspace.entity.type	Publication