Do online brand communities help build and maintain relationships with consumers? A network theory approach

摘要: This study examines how structural aspects of online brand communities can contribute to the building capacity community using network theory. Predictions about degree which various factors are associated with emotional attachment and other outcome measures made. Results show that several characteristics play an important role in creating contributing relationship maintenance. Thus, findings support use theory for understanding operate. It is also found certain have a profound impact on intention re-purchase brand. Theoretical managerial implications discussed.