نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشیار، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران ایران.
2 کارشناسی ارشد، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
3 استاد، دانشکده مدیریت صنعتی و فناوری، دانشکدگان مدیریت، دانشگاه تهران، تهران، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
Virtual brand communities are groups of brand supporters who, through continuous interactions, user experiences, promotion of new products, and social communication, play a significant role in enhancing brand value. These communities contribute to brand loyalty, increase brand awareness, and facilitate the expansion of the consumer base. Despite extensive research in this field, a comprehensive analytical framework for systematically examining the factors influencing virtual brand communities has yet to be established. This study aims to develop an analytical framework for the factors affecting virtual brand communities by employing a systematic literature review and meta-synthesis approach. To this end, more than 1,000 articles were examined, and after a multi-stage screening process, 32 relevant studies were selected. Data were collected from the Iranian databases Magiran and SID, as well as the international Scopus database. Using the Sandelowski and Barroso meta-synthesis method to integrate previous studies, the concepts in this domain were categorized through a seven-step process. The findings indicate that virtual brand communities are influenced by six fundamental capabilities: enabling capability, developmental capability, environmental capability, social understanding capability, action capability, and reactive capability. Ultimately, by integrating a systematic literature review with a meta-synthesis approach, this study proposes a comprehensive framework for analyzing the factors influencing virtual brand communities. The results can provide valuable insights for researchers and brand managers in understanding the nature of brand communities, identifying their challenges, formulating managerial strategies, and fostering the development of these communities.
کلیدواژهها English