The effect of the Internet and social media on consumer behavior has recently begun to outweigh the effect of traditional marketing strategies. Therefore, numerous enterprises have begun to use social media to communicate with brand users, and social media has b"ecome the optimal tool for brand marketing. According to current brand-community relationships from the perspectives of brand authenticity and brand identification, we identified the mediating factors (brand trust and brand passion) of relationships between community members and brands and developed an integrated model to determine the effects of these factors on community member purchase intentions. The research targets in the present study were consumers who had purchased products from one of the top three cosmetic brands in Taiwan and had been a member of the brand's official fan page for at least 1 year. Overall, 484 valid samples were collected in this study. We employed structural equation modeling to examine our model. Five hypotheses were supported, and excellent model fits to the data were obtained. Additionally, this study discovered that brand trust and brand passion played crucial mediating roles. Finally, we propose management implications and make suggestions that can serve as a reference for brand community managers.
The coverage problem, being one of fundamental problems in wireless sensor networks, has been received lots of attention. To preserve the coverage of network, some researches suggest moving redundant mobile sensor nodes to uncovered areas for mitigating the problem. Most of previous approaches require location information of sensor nodes to calculate and determine redundant nodes, to detect uncovered areas, and to move those nodes to their pre-determined areas. However, to acquire location information will increase the cost of hardware for deployment, extra computation and communication delay, and additional message overhead and power consumption. In some cases, it becomes difficult to acquire location information. In this work, without exploiting any location and distance information, six distributed algorithms are devised for mitigating the un-coverage problem. The first three distributed algorithms including the neighborhood density detecting algorithm, the random walk algorithm, and the dripping rain algorithm detect uncovered areas, redundant mobile sensor nodes, and direct them to move to cover the uncovered areas, only basing on the number of neighbors of each node and consuming little extra control packets. The expected number of required neighbors and the probability of an arbitrary node being a redundant node are derived theoretically. Moreover, based on the obtained formula, the last three randomized algorithms are developed by modifying the first three algorithms. Simulation results demonstrate that the proposed coverage algorithms can achieve at most 90% coverage rate in a GPS-less sensor network.
This study targeted community members who have purchased smartphone and have joined the official brand fan pages of the smartphone brands for at least six months. A total of 681 valid samples were collected. Structural equation modeling was employed to conduct path analyses, and the results show that the 7 hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness of fit. In the mediation effect, brand passions partially mediate exogenous factors and brand loyalty. This study is aimed at increasing understanding of how a firm that possesses a cluster of fans who actively protect its brand maintain a strong brand relationship with its brand fans through brand community.
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