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dc.contributor.authorVelez Muñoz, Jorge Andrés
dc.date.accessioned2021-04-28T14:21:02Z
dc.date.available2021-04-28T14:21:02Z
dc.date.issued2013
dc.identifier.urihttps://repository.eia.edu.co/handle/11190/2895
dc.description55 páginasspa
dc.description.abstractABSTRACT: 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.format.mimetypeapplication/pdfspa
dc.language.isoengspa
dc.publisherUniversidad EIAspa
dc.rightsDerechos Reservados - Universidad EIA, 2013spa
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/spa
dc.titleSocial media lovers in Colombia: the role of online brand communities in developing brand loveeng
dc.typeTrabajo de grado - Maestríaspa
dc.publisher.programOtrospa
dc.rights.accessrightsinfo:eu-repo/semantics/openAccessspa
dc.rights.creativecommonsAtribución-NoComercial-SinDerivadas 4.0 Internacional (CC BY-NC-ND 4.0)spa
dc.subject.proposalSocial Media Marketingeng
dc.subject.proposalBrand Communitieseng
dc.type.coarhttp://purl.org/coar/resource_type/c_bdccspa
dc.type.driverinfo:eu-repo/semantics/masterThesisspa
dc.type.versioninfo:eu-repo/semantics/publishedVersionspa
dc.description.degreelevelMaestríaspa
dc.description.degreenameOtrospa
dc.publisher.facultyEscuela de Ciencias Económicas y Administrativasspa
dc.publisher.placeEnvigado (Antioquia, Colombia)spa
dc.type.contentTextspa
dc.type.redcolhttps://purl.org/redcol/resource_type/TMspa
dc.type.coarversionhttp://purl.org/coar/version/c_970fb48d4fbd8a85spa
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2spa


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Derechos Reservados - Universidad EIA, 2013
Except where otherwise noted, this item's license is described as Derechos Reservados - Universidad EIA, 2013