Araştırma Makalesi
Yıl 2019,
Cilt: 5 Sayı: 1, 1 - 14, 01.04.2019
Öz
Kaynakça
- [1] Amine, A., Sitz, L. (2004). How does a virtual brand community emerge? Some implications for marketing research. Research Paper, University Paris. [2] Avery, J., & Fournier, S. (2011). The uninvited brand. Business Horizons, 54(3): 193-207. [3] Benefit cosmetics official web site- https://www.benefitcosmetics.com/ us/en [4] Brint, S. (2001). Gemeinschaft revisited: A critique and reconstruction of the community concept. Sociological theory, 19(1): 1-20 [5] Chaudhuri, A., Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2): 81-93. [6] Chiu, C.M., Huang, H., Yen, C.H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(2): 148-159. [7] Criteo web site- https://www.criteo.com/insights/beauty-brandinstagram- marketing/ Access date 15.07.2019 [8] Crosby, L.A., Taylor, J.R. (1983). Psychological commitment and its effects on post-decision evaluation and preference stability among voters. Journal of Consumer Research, 9(4): 413-431. [9] Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3): 79-91. [10] Fournier, S., Avery, J. (2011). Putting the relationship back into CRM. MIT Sloan Management Review, vol.52 N°3, 63. [11] Hess, J.S. (1995). Construction and assessment of a scale to measure consumer trust. In American Marketing Association (Vol. 6, pp. 20-26). Chicago. [12] Hess, J., Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6): 313-322. [13] Instagram official web site- https://www.instagram.com- Access date: 30.05.2019 [14] Keller, K.L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2): 186-190. [15] Krake, F.B. (2005). Successful brand management in SMEs: a new theory and practical hints. Journal of Product & Brand Management, 14(4): 228-238. [16] Kohli, C., Suri, R., Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1): 35-44. [17] Laroche, M., Habibi, M. R., Richard, M.O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1): 76-82. [18] Miles, C. (2014). The rhetoric of managed contagion: Metaphor and agency in the discourse of viral marketing. Marketing Theory, 14(1): 3-18. [19] Morgan, R.M., Hunt, Sh. D. (1994). The Commitment-Trust Theory of Relationship Marketing // Journal of Marketing, Vol. 58, Iss.3 (July). [20]Muniz, A.M. (1997). Consumers and brand meaning: Brands, the self and others. Advances In Consumer Research, Vol xxiv, 24: 308-309. [22]Muniz, A.M., O’guinn, T.C. (2001). Brand community. Journal of consumer research, 27(4): 412-432. [23] Onkvisit, S., Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1): 13-23. [24] Walter, E., Gioglio, J. (2014). The power of visual storytelling. McGraw-Hill Education. [25] Yan, J. (2011). Social media in branding: Fulfilling a need Journal of brand management, 18(9). [26] Zheng, X., Cheung, C.M., Lee, M.K., Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology & People, 28(1): 90-106.
Yıl 2019,
Cilt: 5 Sayı: 1, 1 - 14, 01.04.2019
Öz
Companies on Instagram have been focusing on brand communities in the
last years knowing that it’s a smart way to emerge the technology and the
brand with creating a value for both, customers and the companies. Since
Instagram brand communities cheers on the member to have commitment
and become faithful to the brand. This result is launching on creating
a strong online brand community. For companies, establishing brand
communities online strengthen the relation between the customer and the
company, these communities are used to reach information searched for
by members about a cosmetic brand, and also exchange experiences and
opinions. Influencers play an important role in the purchase intention of
cosmetic brands. Since companies encourage infuencers by sharing a post of
them using the product on their feed, this increases the purchase intentions
traffic of cosmetic brands. This research focuses on thе rolе of thе cеntrаl
mеmbеrs of thе brаnd communitiеs in thе еmеrgеncе аnd structuring of
thеsе communitiеs аnd thе links thеy hаvе with thеir еnvironmеnt. This
research aims to understand thе fаctors including еngаgеmеnt, loyаlty, and
аttаchmеnt for the consumеrs by reviewing the related literature and some
example cases.
Anahtar Kelimeler
Kaynakça
- [1] Amine, A., Sitz, L. (2004). How does a virtual brand community emerge? Some implications for marketing research. Research Paper, University Paris. [2] Avery, J., & Fournier, S. (2011). The uninvited brand. Business Horizons, 54(3): 193-207. [3] Benefit cosmetics official web site- https://www.benefitcosmetics.com/ us/en [4] Brint, S. (2001). Gemeinschaft revisited: A critique and reconstruction of the community concept. Sociological theory, 19(1): 1-20 [5] Chaudhuri, A., Holbrook, M.B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2): 81-93. [6] Chiu, C.M., Huang, H., Yen, C.H. (2010). Antecedents of trust in online auctions. Electronic Commerce Research and Applications, 9(2): 148-159. [7] Criteo web site- https://www.criteo.com/insights/beauty-brandinstagram- marketing/ Access date 15.07.2019 [8] Crosby, L.A., Taylor, J.R. (1983). Psychological commitment and its effects on post-decision evaluation and preference stability among voters. Journal of Consumer Research, 9(4): 413-431. [9] Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and Entrepreneurship, 16(3): 79-91. [10] Fournier, S., Avery, J. (2011). Putting the relationship back into CRM. MIT Sloan Management Review, vol.52 N°3, 63. [11] Hess, J.S. (1995). Construction and assessment of a scale to measure consumer trust. In American Marketing Association (Vol. 6, pp. 20-26). Chicago. [12] Hess, J., Story, J. (2005). Trust-based commitment: multidimensional consumer-brand relationships. Journal of Consumer Marketing, 22(6): 313-322. [13] Instagram official web site- https://www.instagram.com- Access date: 30.05.2019 [14] Keller, K.L. (2012). Understanding the richness of brand relationships: Research dialogue on brands as intentional agents. Journal of Consumer Psychology, 22(2): 186-190. [15] Krake, F.B. (2005). Successful brand management in SMEs: a new theory and practical hints. Journal of Product & Brand Management, 14(4): 228-238. [16] Kohli, C., Suri, R., Kapoor, A. (2015). Will social media kill branding? Business Horizons, 58(1): 35-44. [17] Laroche, M., Habibi, M. R., Richard, M.O. (2013). To be or not to be in social media: How brand loyalty is affected by social media? International Journal of Information Management, 33(1): 76-82. [18] Miles, C. (2014). The rhetoric of managed contagion: Metaphor and agency in the discourse of viral marketing. Marketing Theory, 14(1): 3-18. [19] Morgan, R.M., Hunt, Sh. D. (1994). The Commitment-Trust Theory of Relationship Marketing // Journal of Marketing, Vol. 58, Iss.3 (July). [20]Muniz, A.M. (1997). Consumers and brand meaning: Brands, the self and others. Advances In Consumer Research, Vol xxiv, 24: 308-309. [22]Muniz, A.M., O’guinn, T.C. (2001). Brand community. Journal of consumer research, 27(4): 412-432. [23] Onkvisit, S., Shaw, J. (1987). Self-concept and image congruence: Some research and managerial implications. Journal of Consumer Marketing, 4(1): 13-23. [24] Walter, E., Gioglio, J. (2014). The power of visual storytelling. McGraw-Hill Education. [25] Yan, J. (2011). Social media in branding: Fulfilling a need Journal of brand management, 18(9). [26] Zheng, X., Cheung, C.M., Lee, M.K., Liang, L. (2015). Building brand loyalty through user engagement in online brand communities in social networking sites. Information Technology & People, 28(1): 90-106.
Toplam 1 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Ekonomi |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Nisan 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 5 Sayı: 1 |
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