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مدیریت فناوری اطلاعات، جلد ۱۵، شماره ۲، صفحات ۷۳-۹۱
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عنوان انگلیسی Social Media Value Creation Practices and Interactivity of Electronic Word of Mouth Systems
چکیده انگلیسی مقاله The main drivers of value creation in a ‘brand community’ are social networking, community engagement, impression management, and brand use. Marketers are therefore interested in determining which factors affect the value creation practices. This study examines the impact of the Interactivity of Electronic Word of Mouth (EWOM) systems on value creation practices in a brand community, which in turn influences the loyalty of the customers. In this regard, a conceptual model was developed and tested by the researchers of the current study. The results indicate that perceptions of the users regarding the interactivity of EWOM systems, highly impact only three of the four value creation practices including community engagement practices, impression management practices, and brand use practices. Furthermore, the researchers found that collective value creation practices could significantly and directly enhance brand loyalty. Several theoretical contributions and managerial implications were also discussed
کلیدواژه‌های انگلیسی مقاله Social media,Value creation,Social Media Marketing,Consumer engagement,Online shopping
نویسندگان مقاله Rojiar Pir Mohammadiani |
Assistant Prof., Department of Computer Engineering, University of Kurdistan, Sanandaj, Iran.

Hossein Abbasimehrb |
Associate Prof., Department of Information Technology and Computer Engineering, Azarbaijan Shahid Madani University, Tabriz, Iran.

Zaki Malikc |
Associate Prof., Department of Business Analytics, Texas A & M University – Commerce, Texas, USA.

نشانی اینترنتی https://jitm.ut.ac.ir/article_92360_6668b7f168e18551d59e81a758eed1be.pdf
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