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Volume 14
Issue 3
10.4067/S0718-18762019000300110
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Journal of Theoretical and Applied Electronic Commerce Research is published by MDPI from Volume 16 Issue 3 (2021). Previous articles were published by another publisher in Open Access under a CC-BY 3.0 licence, and they are hosted by MDPI on mdpi.com as a courtesy and upon agreement with Faculty of Engineering of the Universidad de Talca.
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Article

How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones

by
Li-Chun Hsu
National Taitung University, Department of Cultural Resources and Leisure Industries, Taitung, Taiwan, R.O.C.
J. Theor. Appl. Electron. Commer. Res. 2019, 14(3), 168-189; https://doi.org/10.4067/S0718-18762019000300110
Submission received: 15 March 2018 / Revised: 29 October 2018 / Accepted: 31 October 2018 / Published: 1 September 2019
Versions Notes

Abstract

This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.
Keywords: Facebook fan pages of smartphone; Brand self-expression and uniqueness; Hedonic products; Brand passion; Brand loyalty Facebook fan pages of smartphone; Brand self-expression and uniqueness; Hedonic products; Brand passion; Brand loyalty

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MDPI and ACS Style

Hsu, L.-C. How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones. J. Theor. Appl. Electron. Commer. Res. 2019, 14, 168-189. https://doi.org/10.4067/S0718-18762019000300110

AMA Style

Hsu L-C. How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones. Journal of Theoretical and Applied Electronic Commerce Research. 2019; 14(3):168-189. https://doi.org/10.4067/S0718-18762019000300110

Chicago/Turabian Style

Hsu, Li-Chun. 2019. "How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones" Journal of Theoretical and Applied Electronic Commerce Research 14, no. 3: 168-189. https://doi.org/10.4067/S0718-18762019000300110

APA Style

Hsu, L. -C. (2019). How to Make Loyal Fans in Virtual Communities: Evidence from the Facebook Fan Pages of Smartphones. Journal of Theoretical and Applied Electronic Commerce Research, 14(3), 168-189. https://doi.org/10.4067/S0718-18762019000300110

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