Investigating the Impact of Brand Community based Social Networks on Brand Evangelism through Strengthening Brand Trust

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Sanjari Nader Behzad; Yarahmadi Fataneh; Baluchi Hossein

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: CONSUMER BEHAVIOR STUDIES Year:2020 | Volume:7 | Issue:2 Page(s): 24-47

Download Full-Text

Persian Verion

View:

334

Download:

Cites:

Information Journal Paper

Title

Investigating the Impact of Brand Community based Social Networks on Brand Evangelism through Strengthening Brand Trust

Author(s)

Sanjari Nader Behzad | Yarahmadi Fataneh | Baluchi Hossein | Issue Writer Certificate

Keywords

Social Network Based Brand Communities

Brand trust

Brand Evangelism

Abstract

In today's competitive environment and with the decline of trust to organizations and their advertising, and with increasing use of social networks, the importance of developing consumer relationships in social networks, especially online brand communities, has become crucial for organizations in achieving a mutually and desirable relationship with consumers, so much has been used in recent years to influence other people's beliefs in the evangelical marketing framework. The purpose of the present study was to investigate the impact of consumer-brand relationships in Social Network Based Brand Communities on Brand Evangelism variables by enhancing Brand trust among the customers of Samsung mobile phones present on social networks in Hamadan city which leads to supportive behaviors. For this purpose, 384 people were selected by random sampling. Questionnaire was used for data collection and its reliability and validity were assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model of the research was measured using the structural section of the structural equation model called path analysis. The results showed that consumer relationships with brand elements (product, brand, company and other customers) in the in brand community based on social networks through the mediating variable of consumers Brand trust have a positive and significant effect on Brand Evangelism.

Cites

No record.

References

No record.

Cite

APA: Copy

Sanjari Nader, Behzad, Yarahmadi, Fataneh, & Baluchi, Hossein. (2020). Investigating the Impact of Brand Community based Social Networks on Brand Evangelism through Strengthening Brand Trust. CONSUMER BEHAVIOR STUDIES, 7(2 ), 24-47. SID. https://sid.ir/paper/954728/en

Vancouver: Copy

Sanjari Nader Behzad, Yarahmadi Fataneh, Baluchi Hossein. Investigating the Impact of Brand Community based Social Networks on Brand Evangelism through Strengthening Brand Trust. CONSUMER BEHAVIOR STUDIES[Internet]. 2020;7(2 ):24-47. Available from: https://sid.ir/paper/954728/en

IEEE: Copy

Behzad Sanjari Nader, Fataneh Yarahmadi, and Hossein Baluchi, “Investigating the Impact of Brand Community based Social Networks on Brand Evangelism through Strengthening Brand Trust,” CONSUMER BEHAVIOR STUDIES, vol. 7, no. 2 , pp. 24–47, 2020, [Online]. Available: https://sid.ir/paper/954728/en

Related Journal Papers

No record.

Related Seminar Papers

No record.

Related Plans

No record.

Recommended Workshops