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A new form of brand experience in online social networks: An empirical analysis

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  • Yu, Xiaolei
  • Yuan, Chunlin
  • Kim, Juran
  • Wang, Shuman

Abstract

This research examines the role that dynamic brand experience can play as a marketing tool for firms in the context of social networks. It seeks to reveal how the source and motivation of value co-creation impact the dynamic brand experience. The work also analyzes the influence of dynamic brand experience on customer equity, and investigates the moderating role of electronic word-of-mouth (E-WOM) in the relationship between dynamic brand experience and customer equity. The findings show that the source and motivation of value co-creation positively affect dynamic brand experience. Also, a positive association is found between dynamic brand experience and customer equity, while E-WOM acts as a moderator on the relationship between dynamic brand experience and customer equity.

Suggested Citation

  • Yu, Xiaolei & Yuan, Chunlin & Kim, Juran & Wang, Shuman, 2021. "A new form of brand experience in online social networks: An empirical analysis," Journal of Business Research, Elsevier, vol. 130(C), pages 426-435.
    • Handle: RePEc:eee:jbrese:v:130:y:2021:i:c:p:426-435
    DOI: 10.1016/j.jbusres.2020.02.011
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    3. Mangiò, Federico & Mismetti, Marco & Lissana, Elena & Andreini, Daniela, 2023. "That's the Press, Baby! How journalists co-create family business brands meanings: A mixed method analysis," Journal of Business Research, Elsevier, vol. 161(C).
    4. Chi Zhang & Douglas W. Vorhies & Wenkai Zhou, 2023. "An integrated model of retail brand equity: the role of consumer shopping experience and shopping value," Journal of Brand Management, Palgrave Macmillan, vol. 30(5), pages 398-413, September.
    5. Newaz, Md Tarique & Chandna, Vallari & Dass, Mayukh & Arnett, Dennis, 2023. "Using R-A theory and the optimal distinctiveness perspective to understand the strategic marketing approaches used by platform-based organizations: The cases of Facebook and Twitter in digital ecosyst," Journal of Business Research, Elsevier, vol. 167(C).

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