A Study of Factors Influencing the Virtual Brand Communities Participation in Malaysia
Chia, Chin Hwa (2015) A Study of Factors Influencing the Virtual Brand Communities Participation in Malaysia. [Dissertation (University of Nottingham only)]
The form of Virtual Community in the space of internet has resulted in a new dimension of communication among people. Virtual communities can be utilized by businesses as a medium to help them in their growth and increase performance levels. Virtual communities have evolved into virtual brand communities where members share the same interest and objective, provide guidance, feedback and comments to the other members. This has become an opportunity for the marketers to build a closer and stable relationship with the community members. Therefore, it is crucial for marketers to understand the factors motivating member’s VBC participation in Malaysia and there is currently lack of academic research and empirical support regarding this topic. A literature review on VBC will be covered in the study and seeks to examine the key factors that influence the participation. Then, a Research Methodologies with its data collection method, sampling size and questionnaire structure will also be discussed. Data analysis and findings will be provided in the later chapter where the result collected from the survey questionnaire will be processed for different statistical analysis. The study finds that the member participation in VBC are influenced by the factors such as the Perceived Economic Benefits, Perceived Functionality Benefits, Perceived Social Benefits and Perceived Entertainment Benefits. Conversely, Brand Loyalty and Perceived Psychological Benefits were not recognized as the important factors that influence VBC participation in Malaysia. Finally, results and the detail analysis from all the major findings were presented and the managerial implications will also be discussed to provide insights and recommendations to the marketers.
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