2026-10-30T06:27:35Zhttps://bayburt-rdlopen.rawdatalibrary.net/oai/request

oai:bayburt-rdlopen.rawdatalibrary.net:bayburt/152252026-10-29T19:20:13Zopenairecom_bayburt_10000col_bayburt_10001

Can Brands Create Customer Engagement via Virtual Communities?Başar, Enes EmreİşletmeHalkla İlişkilerİşletme FinansIn this research, it is tried to determine whether brands can create customer engagement through virtual communities. In this direction, it is aimed to detect the effects of uses theory’s components which are functional value, hedonic value, co-creation value and social interaction value on the creation of customer engagement. Research data were collected from 400 customers who are members of the virtual community of BMW. Path analysis via LISREL 8.5 software was applied to the obtained data to test the hypotheses. As a result of the analysis, customers’ functional value, hedonic value, co-creation value perceptions have positive effects on customer engagement.2018Articlehttps://rdlopen.rawdatalibrary.net/r/bayburt/152251301-6229trEKEV AKADEMİ DERGİSİinfo:eu-repo/semantics/closedAccessinfo:eu-repo/semantics/articlehttps://bayburt-rdlopen.rawdatalibrary.net/tr/items/bayburt/15225