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Unité de Recherche et d'Applications en Marketing

Les déterminants de la fidélité à la marque des membres d’une communauté virtuelle de marque en ligne : Cas NOKIA Tunisie sur Facebook


Abstract:

L’objectif de cette recherche est de proposer puis tester un modèle explicatif permettant d’appréhender les liens existants entre l’engagement envers la marque, l’engagement envers la communauté virtuelle en ligne, les interactions membre-membre, l’intensité de participation à une communauté virtuelle et la fidélité à une marque. Pour ce faire, un questionnaire a été rempli par 120 interviewés de  la communauté Virtuelle NOKIA Tunisie sur facebook, les résultats montrent que l’engagement envers la marque influence l’engagement communautaire, et que la fidélité à la marque peut être influencée par les interactions membre-membre, l’engagement communautaire et l’engagement envers la marque.  Par contre l’intensité de participation n’influence pas la fidélité envers la marque.

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