The influence of community management and Internet word of mouth on brand identity, brand trust and brand attitude

• Main Authors: Yu-Ting,Tsai, 蔡羽婷
• Other Authors: LIN,SHU-MEI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/5794cu

碩士 === 崑山科技大學 === 國際商務與金融研究所 === 107 === The members of Atomy worldwide have reached 10 million, while in Taiwan they account for 7%. In order to extend the brand and manage the recruited customers, Atomy members in Taiwan usually establish their own social communitiy wherein Internet word of mouth and members experience sharing are used to enhance the relationship between community members and themselves. Some of them are very impressive, their members even reach thousands of people. The purposes of this study is to explore the influences of community management, Internet word of mouth and brand management. This study conducted a questionnare survey on a specific community member of Atomy to verify our research framework. The research framework and hypothese of this study was constructed based on related literature review. After that, the questionnaire was completed for the online survey on Atomy members. The survey was conducted within one of the Atomy communities during January 15 to February 15, 2019. Finally 282 valid questionnaires, valid responsive rate of 94%, were used for furhter analysis and hypothese validation. The research results include (1) brand identity has a positive inlfuence on brand trust, (2) brand trust has a positive influence on brand attitude, (3) perceived community value has a positive influence on community identity, (4) community identity has a positive influence on community participation, (5) perceived community value, community identity, and community participation have positive influences on Internet word-of-mouth. (6) Internet word-of-mouth have positive influences on brands identiry, brand trust and brand attitude, (7) community participation has a positive influence on brand trust. In addition, this study further examined the mediation effects of community identity, Internet word of mouth, and brand trust. As a reslut, it is found that these three variables did have partial mediating effects. Finally, this study proposes management implications according to the research results as well as some future research suggestions. In terms of management implications: (1) for the Atomy community management: to improve the community perceived value of members can increase their community identity and further enhance their community participation. Therefore, the community should update product information anytime, provide sample products to potential customers, and encourage members to share and communicate with others, thereby to enhance Internet word of mouth and strengthening brand image of Atomy; (2) for the Atomy brand management: the community management and Internet word of mouth are also needed to strengthen members brand identity, and then generate more trust and positive attitude toward the brand. Therefore, a series of interactions aomong menbers before, during and after sales can effectively enhance customer relationship and improve their brand identity, and even enhance customers’ trust and positive attitude toward the Atomy. For a long time, brand management is a crucial issue for marketing practitioners. As the prevailing of social marketing, marketing practitioners use social media and Internet word of mouth for brand promotion, their brand management will easily obtain twice the result with half the effort. The limitations of this study and the future research suggestions are also proposed.