自2004年虚拟品牌社区(Virtual brand community)的概念提出以来,全球各地的学者都在不断对该领域进行研究。本文筛选了2015年至2019年间SSCI (Social science citation index)国际期刊中有关虚拟品牌社区的论文,从研究情境和内容出发,对虚拟品牌社区研究使用的数据来源、论证方法、理论基础进行分析。本文将虚拟品牌研究内容分为虚拟社区自身相关、企业相关、第三方相关、用户相关四大类进行讨论与评述。本文旨在对近五年的相关研究进行梳理,对虚拟品牌社区的后续研究方向和重点做进一步探讨。
Since the concept of the virtual brand community was introduced in 2004, scholars around the world have been continuously researching this field. This article reviews the virtual brand com-munity in the SSCI (Social science citation index) international journals from 2015 to 2019. Based on research context and content, the paper analyzes the data sources, research methods and theoretical foundations used in the research of virtual brand community. This study divides re-search content into four categories: virtual community itself, enterprise aspect, third party aspect, and user aspect. The purpose of the article is to analyze and arrange virtual brand community li-terature in the past five years and further explore the research directions and priorities of virtual brand community.
虚拟品牌社区,文献分析,国际期刊, Virtual Brand Community Literature Analysis International Journals虚拟品牌社区研究分析
虚拟品牌社区相较于其它虚拟社区,有更强烈的品牌认同感,参与者因为对品牌喜爱而聚集到一起,谈论以品牌为中心的话题。区别于其他以兴趣为主的虚拟社区,虚拟品牌社区网往往讨论单一品牌的讯息。同时,虚拟品牌社区的创建者可以是企业也可以是粉丝自发组织的。例如,尼康专为尼康粉丝设立的虚拟品牌社区The Nikonians community (www.nikonians.com);由动漫《海贼王》粉丝自发设立的“海贼王”小组(https://www.douban.com/group/onepiece/),粉丝们在其中谈论有关《海贼王》动画本身和该IP相关的线上线下产品及活动。
The distribution of virtual brand community literature from 2015 to 201
年份
发表数量
中国学者发表数量
2015
7
5
2016
9
2
2017
2
1
2018
2
1
2019
2
2
表1. 2015年至2019年虚拟品牌社区相关文献分布
本文统计了各年份中虚拟品牌社区相关文献数量(表1)及相关期刊发表虚拟品牌社区文献的数量(表2),五年期间发布SSCI索引下虚拟品牌社区相关文献数量最多的期刊为《Journal of Business Research》、《Information & Management》及《Internet Research》,其中,《Information & Management》收纳的中国学者研究文献最多。中国学者五年内发表的虚拟品牌社区文献数量占总体文献的50%,是虚拟品牌社区研究的主力。其中,中国学者以第一作者身份发表了3篇论文,以通讯作者身份发表了1篇论文,其余7篇文献的第一作者及通讯作者均为中国学者。
The amount of publications related to the virtual brand community in each journal from 2015 to 2019 (two or more
蒋 舒,李荣杰. 虚拟品牌社区研究分析——基于2015年至2019年国际期刊The Analysis of Virtual Brand Community Research—Based on International Journals from 2015 to 2019[J]. 电子商务评论, 2020, 09(01): 18-25. https://doi.org/10.12677/ECL.2020.91003
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