The Influence of Online Community Experience on Brand Image and Brand Engagement in the Formation of Value Co-Creation (Study at Go-Jek Community in Manado)
- DOI
- 10.2991/aicmar-18.2019.30How to use a DOI?
- Keywords
- online community experience; brand image; brand engagement; value co-creation
- Abstract
Changes in the era of globalization marked by the rapid development of the digital world through the utilization of information technology which then bring the community on interactive and participatory lifestyle and behavior trends, connected to each other to form a network called online community. The phenomenon of the online community brings marketing to a growing model where consumer consumption preferences are influenced by users' perceptions through shared experiences within the online community. Brand builds based on people's perceptions, the better a brand for customers the stronger the brand image. Strong brand image will create engagement between customers with the company. Brands that engage with the community will be easier to collaborate then innovate to create new values. The purpose of this study is to analyze the influence of online community experience on brand image and brand engagement in the formation of value co-creation. The research approach used quantitative method with Structural Equation Model (SEM) analysis tool. The sample used in this research is the customer who joined the Go-Jek Manado online community as much as 200 samples, using non-probability sampling with online survey data collected. From this research is known the existence of online community experience relationship through brand image and brand engagement to value co-creation. The implications of this research can provide a deep understanding of online community experience, brand image, brand engagement and value co-creation through studies online communities in Manado.
- Copyright
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Helen Andries AU - William Agustinus Areros AU - Riane Johnly Pio PY - 2019/02 DA - 2019/02 TI - The Influence of Online Community Experience on Brand Image and Brand Engagement in the Formation of Value Co-Creation (Study at Go-Jek Community in Manado) BT - Proceedings of the 5th Annual International Conference on Management Research (AICMaR 2018) PB - Atlantis Press SP - 138 EP - 143 SN - 2352-5428 UR - https://doi.org/10.2991/aicmar-18.2019.30 DO - 10.2991/aicmar-18.2019.30 ID - Andries2019/02 ER -