Exploiting online environment to engage customers: social commerce brand community (original) (raw)
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In recent years, brand communities have generated considerable 10 interest among both researchers and marketers. This article presents a conceptual framework of antecedents and consequences of online brand community participation and proposes five motives as antecedents of participation (information, self-discovery, social integration, social enhancement, and entertainment). Also, proposed 15 are two broad, but separate, types of consequences of participation (community consequences [consciousness of kind, moral responsibility, and shared rituals and traditions] and brand consequences [sustainable brand loyalty, oppositional brand loyalty, and brand recommendation intention]). Length of membership is proposed 20 as a moderator between participation and the three community consequences. The proposed conceptual framework can facilitate managers' establishing online brand communities and attracting participation of members, as well as development of a research program to develop scales for the various constructs in order to test 25 the propositions.
The current use of digital social networks has changed the way people interact, cluster and act (Algesheimer, Utpal and Andreas 2005; Xiang and Gretzel 2010). Online brand communities (OBCs) were chosen as the focus of this research, as research has demonstrated that members’ judgments can greatly influence brand preference and purchase decisions (Hoffman and Novak 1996; Kozinets et al 2010). In an OBC, consumers share interests, needs, experiences and knowledge which lead the creation of social ties that support purchase behaviours (Wellman and Frank 2001; Hansen, Lee and Lee 2014) and help develop long-term relationships between brands and consumers (Dholakia, Bagozzi and Pearo 2004; Brodie et al 2011).
Online Brand Communities: A Literature Review
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Competition in the global market is driving companies to find innovative approaches to business. The Internet explosion resulted in the transition from physical business places (companies, shops, etc.) to a virtual ones, creating new sources of competitiveness for those companies that are able to take advantage of this opportunity. Among them, one of the most promising is the online brand communities, born from the combination of conventional (physical) brand communities and Web 2.0 technologies. Indeed, a company exploitation of the online brand communities can hugely increase knowledge about customer needs, preferences and desires (actual and potential). This paper presents a literature review on online brand communities focusing on their distinctive characteristics. We highlight the managerial implications related to the exploitation of online brand communities, identifying which set of key factors companies should leverage on in order to improve their business.
Whether it's the latest news or details on a specific product, social media is being used as the go-to source for information in today's digital age. Companies utilize social media marketing to spread the word about their products and spark online discussions. Brands with active online communities are more likely to see a rise in consumer interest and spending's when consumers get familiar with such brands. Nowadays, people are more inclined towards doing business online than before. This study focuses on the impact of Pakistan's automobile sector marketing efforts on the social media and intention to purchase online. The use of customer-based brand equity and perceived brand community character as mediators. Furthermore, due to increase in online sales E-commerce quality is utilized as a moderator to comprehend the impact on the association between the company's marketing efforts on the digital platforms and intention to purchase online. The Google form questionnaire yielded 398 replies by using a convenience sampling strategy. SPSS and Hayes Process Macro are utilized for data analysis. All hypothesis was accepted. The findings will aid automobile brand managers in understanding what to showcase in their online communities to achieve a positive brand outcome.
Influence of Online Brand Community Engagement on Brand Trust and Brand Loyalty
IADIS INTERNATIONAL JOURNAL ON WWW/INTERNET, 2020
This study examines the effect of online brand community customer engagements on brand loyalty,through various online customer-to-community relationships, and trust. Data was randomly collected from 720 members of an online brand community page using an online questionnaire and analysed with Structural Equations Modelling (SEM). The study found that online brand community activities influenced customer-product relationships, and not customer-brand nor customer-company relationships. None of the customer relationships mediate the link between online brand community and trust. Trust, however partially mediates between customer-product relationships and brand loyalty, as well as between customer-company relationships and brand loyalty. Trust of the online community was confirmed to lead to loyalty. For industry practitioners, these findings support the need to ensure favourable customer/product related activities, experience and word of mouth within the online community. It also demonstrates the possibility of brand extension and brand trust at lower costs. The paper contributes to industrial and academic knowledge of virtual brand community and its effects.
International Journal of Business Studies, 2020
This study aims to understand the in luence of the four elements of the relationship or customer-centric model in the online brand community (relationship between customer-product, customer-brand, customer-company, and customer-other customers) on brand trust in the realm of social media, by measuring moderation effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community: consumer-initiated and company-initiated brand community. In general, the measurement is done by using structural equation modeling method. The results of this study show that from the four elements of customer-centric in the online brand community (customer relationships with product, brand, company, and other customers), only customer-brand relationships that signi icantly affects brand trust. The results are different from previous studies, so it is interesting to investigate further. Furthermore, this research also found moderation effect of community engagement and community types in the relationship between online brand community and brand trust.