| Research Title |
An Empirical Study of the Impact of Online Brand Community and Brand Commitment on Online Brand Advocacy. |
| Date of Distribution |
20 April 2022 |
| Conference |
| Title of the Conference |
International Conference on Impact of R & D on Business Economics, Management, Social Sciences, Banking & Finance (BESST) |
| Organiser |
Bali Institute of Research Excellence (BIRE) |
| Conference Place |
Hotel Santika Seminyak Bali |
| Province/State |
บาหลี |
| Conference Date |
20 April 2022 |
| To |
21 April 2022 |
| Proceeding Paper |
| Volume |
2022 |
| Issue |
Vol. 6 - Issue. 32 |
| Page |
12-16 |
| Editors/edition/publisher |
|
| Abstract |
The study aims to investigate the interrelationship among online brand community, brand commitment and online brand advocacy of Cosmetic Micro-Influencers in Thailand by Quantitative Research Method. The data was collected by online questionnaire from 400 samples in Facebook Fanpage. (Wongnai Beauty, Sistacafe and Jeban.com) Then data were analyzed by using Structural Equation Modeling (SEM). The results of the study revealed that online brand community has the influence direct on brand commitment and online brand advocacy. As a results online brand community model can explain 56% of brand commitment. That brand commitment has the influence direct on online brand advocacy. Overall, Brand commitment model can explain 80% of online brand advocacy. |
| Author |
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| Peer Review Status |
ไม่มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
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Publication
Journal Publication
ไทย