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From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community

Author

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  • Miao Li

    (School of Information Technology and Management, University of International Business and Economics, Beijing 100029, China)

  • Ying Hua

    (School of Information Technology and Management, University of International Business and Economics, Beijing 100029, China)

  • Junxuan Zhu

    (Bridge Trust Co., Ltd., Beijing 100033, China)

Abstract

The main purpose of the paper is to examine whether and how perceived interactivity in a virtual brand community affects brand preference to realize the sustainable development of the brand. In this study, we propose and empirically test a theoretical model by analyzing data collected from online brand community members in China. The study confirms that (1) perceived interactivity has a positive effect on social value, emotional value, and informational value; (2) social value, emotional value, and informational value positively influence brand preference; (3) upward social comparison positively moderates the impact of perceived interactivity on social value, while downward social comparison negatively moderates the impact of perceived interactivity on social value. This study has highlighted the role of perceived interactivity in a brand community in promoting brand preference. We believe that the findings offer reliable and important insights for research and practice of brand management.

Suggested Citation

  • Miao Li & Ying Hua & Junxuan Zhu, 2021. "From Interactivity to Brand Preference: The Role of Social Comparison and Perceived Value in a Virtual Brand Community," Sustainability, MDPI, vol. 13(2), pages 1-17, January.
    • Handle: RePEc:gam:jsusta:v:13:y:2021:i:2:p:625-:d:478227
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    Cited by:

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    2. Wuxiang Chen, 2023. "Developing a Sustainable Business Model of Ecotourism in Ethnic-Minority Regions Guided by the Green Economy Concept," Sustainability, MDPI, vol. 15(2), pages 1-25, January.
    3. Kim, Kyuree & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2023. "The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    4. Wenyu Zang & Yuhao Qian & Hemin Song, 2022. "The Effect of Perceived Value on Consumers’ Repurchase Intention of Commercial Ice Stadium: The Mediating Role of Community Interactions," IJERPH, MDPI, vol. 19(5), pages 1-14, March.
    5. Liao, Junyun & Pang, Jiecong & Dong, Xuebing, 2023. "More gain, more give? The impact of brand community value on users’ value co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    6. Tzu-Fei Hsiung & Yueh-Hsiu Cheng & Zi-Xun Han, 2021. "Sustainable Partnership: Operational Condition Analysis for Brand Value Co-Creation," Sustainability, MDPI, vol. 13(12), pages 1-23, June.
    7. Naveed Ahmad & Rana Tahir Naveed & Miklas Scholz & Muhammad Irfan & Muhammad Usman & Ilyas Ahmad, 2021. "CSR Communication through Social Media: A Litmus Test for Banking Consumers’ Loyalty," Sustainability, MDPI, vol. 13(4), pages 1-15, February.
    8. Hua Pang & Yuxin Qiao & Yi Xiao & Xiang Hu, 2023. "More Happiness or Less Comparison? Unpacking Associations Between Life Satisfaction, Negative Comparison and Mobile Social Networking Use Among Sojourning Students," SAGE Open, , vol. 13(2), pages 21582440231, June.

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