The impact of small business B2B virtual community commitment on brand loyalty
by Lakisha L. Simmons, Russell W. Clayton
International Journal of Business and Systems Research (IJBSR), Vol. 4, No. 4, 2010

Abstract: In effort to focus research attention on emerging business-to-business (B2B) virtual communities (VCs), we review and extend business-to-consumer (B2C) literature, resource-advantage theory and relationship marketing to describe how community-hosting organisations build brand loyalty in B2B markets. We explain how functional usefulness, system quality, business opportunity, dialogue initiation and response frequency impact B2B VC commitment and brand loyalty towards the community-hosting organisation. Results of this study support hypotheses that B2B VCs critically impact relationship marketing. Further, functional usefulness, system quality, business opportunity, dialogue initiation and response frequency impact B2B community commitment and brand loyalty.

Online publication date: Wed, 02-Jun-2010

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