PERAN IDENTITAS SOSIAL DALAM KEANGGOTAAN ONLINE BRAND COMMUNITIES (OBC) MELALUI TIPE PARTISIPASI ANGGOTA

Authors

  • Annisa Fajri Universitas Muhammadiyah Semarang

DOI:

https://doi.org/10.52353/ama.v16i1.451

Keywords:

OBC, identitas sosial, poster, lurker, word of mouth

Abstract

The more sophisticated the existing technology, the more it supports the convenience of the existing information and communication technology. In order to make it easier to attract consumers and expand a business's market reach, marketing strategies have a huge role in utilizing technology. When consumers are going to make a purchase, they tend to rely on access to brand community content in making buying decisions. With online brand communities (OBC), it is easy for consumers to find the right product by looking at product reviews and specifications from community members who have purchased products. Thus, the content and reviews in OBC must make consumers who read it interested in buying. The effect of OBC members' social identity on their commitment to the brand leads to positive word of mouth (WOM) and their rejection of negative information about the brand. Therefore, understanding the social identity of membership in OBC is essential.

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Published

2023-06-30

How to Cite

Fajri, A. (2023). PERAN IDENTITAS SOSIAL DALAM KEANGGOTAAN ONLINE BRAND COMMUNITIES (OBC) MELALUI TIPE PARTISIPASI ANGGOTA. Among Makarti, 16(1). https://doi.org/10.52353/ama.v16i1.451

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Vol. 16 No. 1 (2023): AMONG MAKARTI

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