Abstract

Besides official social pages of organizations, the anonymous online consumer communities are emerging phenomena. Participating these communities may affect the relationship between consumers and brands. Focusing on the higher education context, where consumers and brands have strong relationship, this work examines the impact of participating “Confessions pages”- the anonymous community on the brand relationship outcomes. Quantitative data were collected from 480 university students in Ho Chi Minh city who have followed Confessions pages. Findings indicate that online interaction propensity in university confessions page and attitude toward confessions page have no relationship with brand relational outcomes while higher education involvement has significant impact on satisfaction and image. The research explores the effect of anonymous online communities on brand and provide suggestions for universities to deal with this emerging phenomenon.

摘要

除了组织的官方社交页面之外，匿名在线消费者社区也是新兴现象。参与这些社区可能会影响消费者与品牌之间的关系。专注于消费者和品牌关系密切的高等教育环境，这项工作检验了参与“忏悔页面”——匿名社区对品牌关系结果的影响。定量数据来自胡志明市 480 名关注自白页面的大学生。结果表明，大学自白页面的在线互动倾向和对自白页面的态度与品牌关系结果无关，而高等教育参与对满意度和形象有显着影响。