Companies and the ''Social Media Revolution''. The use of Web 2.0 tools for interaction with users.
Giulia Bignoli - Università Commerciale Luigi Bocconi di Milano - [2008-09]
Web 2.0 tools are becoming more and more popular and companies are facing a sort of “social media revolution”. In this work we develop and test hypothesis related to users’ involvement in brand on-line communities. Using feedbacks from 166 on-line community members we perform a regression analysis showing that perceived behavioural control and repeat patronage positively affect the intention to perform a community behaviour and the intention to perform a loyal behaviour. We made also a comparison between on-line communities created by companies and on-line communities created by users which opens the discussion for the managerial implications.
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