Facebook brand community bonding: The direct and moderating effect of value creation behaviour

作者：

Highlights：

• A model of online brand community bonding formation is presented.

• Brand community parasocial interaction enhances involvement.

• Brand community attachment positively affects brand advocacy.

• Value co-creation moderates the formation of emotional brand relationships.

摘要

•A model of online brand community bonding formation is presented.•Brand community parasocial interaction enhances involvement.•Brand community attachment positively affects brand advocacy.•Value co-creation moderates the formation of emotional brand relationships.

论文关键词：Brand bonding,Parasocial interaction,Value co-creation,Brand community,Brand advocacy,Brand relationships

论文评审过程：Received 27 August 2018, Revised 15 April 2019, Accepted 15 April 2019, Available online 22 April 2019, Version of Record 25 April 2019.

论文官网地址：https://doi.org/10.1016/j.elerap.2019.100850