In recent years, the number of people using online communities continued to rise. The study found that more and more consumers find and evaluate desired goods through social media networks, as marketers also continue to improve their marketing skill, not only to promote brand recognition, but more importantly, to increase user participation. However, the link between the brand community and the social media has become the focus of the marketing staff and the public. But the academic research of the brand community and the social media in the past focused on the research of brand loyalty. There is less report on the innovation diffusion and brand community. Thus, this study aims to exploring the relationships among innovation diffusion roles and social media engagement on virtual brand communities.This study will use a web survey from customers from Insightxplorer’s CyberPanel who intend to adopt a social network service. Factor analysis will be conducted to confirm the induced factors from literature review. Furthermore, will be also analysis of variance analysis to determine the variation between the role of innovation diffusion roles and social media engagement. Finally, based on the findings, in-depth discussions and conclusions will be provided to further researches and practices.
I-Ping Chiang, National Taipei University, Taiwan
Shou-En Tu, National Taipei University, Taiwan
Stream: Humanities - Cyberspace, Technology
This paper is part of the ACAH2017 Conference Proceedings (View)
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