Volume 12 Number 4 (Dec. 2022)
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IJEEEE 2022 Vol.12(4): 89-99 ISSN: 2010-3654
doi: 10.17706/ijeeee.2022.12.4.89-99

Ritualization of Online Brand Community Behaviors and Tribal Bond

Cheol Park

Abstract—The online communities are activating recently as using by over half of online users. But the previous online community studies were limited to figure out the influence factors of participation of community and its social affect mainly. So, this study tried to figure out ritual to understand more about individual aspect of online community activities and conducted empirical study of tribal bond that is consequences of ritual to suggest managerial implications. The significant online external ritual antecedent was shared norm and internal ritual antecedents were interdependence, need for approval. Also, the internal ritual had influence on external ritual and tribal bond. The external ritual was not significant influence factor of tribal bond. We suggested managerial implication the efficient management of quantitatively expanded community based on these results and academic implications that extend ritual concept to online, scale development and verification of each concept.

Index Terms—Online community, ritual, consumer culture, online consumer behavior.

The author is with College of Global Business, Korea University, 2511 Sejong-Ro, Sejong City, South Korea (email: cpark@korea.ac.kr).

Cite: Cheol Park, "Ritualization of Online Brand Community Behaviors and Tribal Bond," International Journal of e-Education, e-Business, e-Management and e-Learning vol. 12, no. 4, pp. 89-99, 2022.

Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

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General Information

ISSN: 2010-3654 (Online)
Abbreviated Title: Int. J. e-Educ. e-Bus. e-Manag. e-Learn.
Frequency: Quarterly
Editor-in-Chief: Prof. Kuan-Chou Chen
Executive Editor: Ms. Nancy Lau
Abstracting/ Indexing: EBSCO, Google Scholar, Electronic Journals Library, QUALIS, ProQuest, INSPEC (IET)
E-mail: ijeeee@iap.org
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