Abstract
Web 2.0 tools are becoming more and more popular and companies are facing a sort of “social media revolution”. In this work we develop and test hypothesis related to users’ involvement in brand on-line communities. Using feedbacks from 166 on-line community members we perform a regression analysis showing that perceived behavioural control and repeat patronage positively affect the intention to perform a community behaviour and the intention to perform a loyal behaviour. We made also a comparison between on-line communities created by companies and on-line communities created by users which opens the discussion for the managerial implications.
Educations | MSc in Management of Innovation and Business Development, (Graduate Programme) Final Thesis |
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Language | English |
Publication date | 2009 |
Number of pages | 85 |