Document Type : Original Article
Authors
1
PhD Student in Business Management, Department of Business Management, Kermanshah Branch, Islamic Azad University, Kermanshah, Iran
2
PhD in Business Management, Assistant Professor, School of Management, Department of Business Management, Islamic Azad University, Kermanshah Branch, Kermanshah, Iran
3
Assistant Professor of Business Management, Islamic Azad University, Kermanshah Branch, Kermanshah, Iran
4
PhD in Economics, Assistant Professor, Faculty of Economics, Department of Economics, Islamic Azad University, Kermanshah Branch, Kermanshah, Iran
10.48301/kssa.2023.347133.2165
Abstract
The purpose of this study is to design an antecedent and postmodern model of the online brand community in order to promote brand love. The present research has been done in a mixed (qualitative-quantitative) manner, the quantitative part of which is descriptive-survey in terms of data collection method. In the first (qualitative) part for conducting the field interview, the statistical population of the research, prominent professors in the field of business management specialized in the online brand community and some managers of mobile phone agencies were targeted in the first and secondary phases, respectively. And snowball were selected for qualitative interviews on the subject of research (14 interviews and continued until theoretical saturation) and in the second part (quantitative) after collecting information from qualitative research, a questionnaire with 40 items in the form of three components. Online brand community backgrounds, online brand community and online brand community backgrounds were created and distributed among members of the sites and virtual networks of Apple products online stores (384 people). The results showed that system quality, information quality, reward and brand awareness are the main categories of online brand community developments. Also, member interaction, content interaction and company interaction are the main categories of online brand community and finally emotional consequences, cognitive consequences and brand loyalty and love are the main categories of online brand community aftermath. The results of structural equations confirmed the relationships in the research model.
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