Antecedents and consequences of the quality of e-customer-to-customer interactions in B2B brand communities

Bruhn, Manfred; Schnebelen, Stefanie; Schäfer, Daniela B.

doi:10.1016/j.indmarman.2013.08.008

Cited by 147 publications

(182 citation statements)

References 93 publications

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“…In the context of social media brand communication, Bruhn et al (2013) noticed that the quality of peer interactions in brand communities (i.e., Facebook brand fanpage) has a positive impact on functional, experiential, and symbolic brand community benefits, consequently levering brand loyalty. Therefore, we expect firm-created social media brand communication to positively influence the consumer's perception of brand loyalty.…”

Section: Effects On Brand Loyaltymentioning

confidence: 99%

The impact of brand communication on brand equity through Facebook

Schivinski

Dąbrowski

2015

Journal of Research in Interactive Marketing

265

222

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The impact of brand communication on brand equity through FacebookPurpose: The purpose of this study is to fill the gap in the discussion of the ways in which firm-created and user-generated social media brand communication impacts consumer-based brand equity metrics through Facebook.Design/methodology/approach: We evaluated 302 data sets that were generated through a standardized online-survey to investigate the impact of firm-created and user-generated social media brand communication on brand awareness/associations, perceived quality, and brand loyalty across 60 brands within three different industries: non-alcoholic beverages, clothing, and mobile network providers. We applied structural equation modeling techniques (SEM) to investigate the effects of social media brand communication on consumers' perception of brand equity metrics, as well as in an examination of industry-specific differences. Findings:The results of our empirical studies showed that both firm-created and usergenerated social media brand communication influence brand awareness/associations; whereas, user-generated social media brand communication had a positive impact on brand loyalty and perceived brand quality. Additionally, there are significant differences between the industries being investigated. Originality/value:This article is pioneering in that it exposes the effects of two different types of social media brand communication (i.e., firm-created and user-generated social media communication) on consumer-based brand equity metrics, a topic of relevance for both marketers and scholars in the era of social media. Additionally, it differentiates the effects of social media brand communication across industries, which indicate that practitioners should implement social media strategies according to industry specifics to lever consumer-based brand equity metrics.Keywords: brand equity; CBBE; social media; firm-created content; user-generated content; Facebook Article Classification: Research paper IntroductionBy taking advantage of Web 2.0 technologies, companies are using social network sites (hereafter: SNS) to promote and relay information about their brands (Kaplan and Haenlein, 2012). With the number of people accessing the Internet exceeding 34% of the world's population (Internet World Stats, 2013), and 1.2 billion monthly active users accessing the social network site Facebook (Facebook, 2013), brands such as Starbucks, Zara, and Orange seek to connect with customers and enhance their brand communication using social media channels. Social media is changing traditional marketing communication. Internet users are gradually shaping brand communication that were previously controlled and administered by marketers. The traditional one-way communication is now multidimensional, two-way and peer-to-peer communication (Berthon et al., 2008). Addressing to the modern changes in marketing communication, this article provides a better understanding of the effects of firm-created and user-generated brand communication through the most popul...

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Section: Effects On Brand Loyaltymentioning

confidence: 99%

The impact of brand communication on brand equity through Facebook

Schivinski

Dąbrowski

2015

Journal of Research in Interactive Marketing

265

222

View full text Add to dashboard Cite

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“…A review of the literature on festivals and services has found that many studies of the effects of intercustomer, or attendee-to-attendee, social support (e.g., Johnstone & Conroy, 2008;Y.-K. Lee et al, 2008) have focused on its effect on the travel experience (Huang & Hsu, 2010), cocreation (Nicholls, 2010), and brand engagement (Bruhn, Schnebelen, & Schäfer, 2014). As outlined in the introduction, the staging of a festival is mainly intended to improve community well-being; however, few studies have investigated the interaction impact of festival environmental cues and intercustomer social support on customer cocreation and thus subjective well-being.…”

Section: Transformative Service Researchmentioning

confidence: 99%

A Transformative Service View on the Effects of Festivalscapes on Local Residents' Subjective Well-Being

2018

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Festivals benefit the local service economy and reinforce social cohesion within the local community. This study draws on transformative service research to argue that festivalscapes have a transformational impact on local residents' cocreation behavior and thus their subjective well-being. Data were collected during the 2016 Taipei lantern festival, amounting to 945 valid survey responses. Our analysis finds that cues related to the festival environment positively influence local residents' sense of place attachment, cocreation behavior, and subjective well-being. Place attachment mediates the relationship between festival environmental cues and customer cocreation behavior. More significantly, the higher the degree of intercustomer social support is perceived to be by local residents during the festival, the greater the sense of attachment to the local community shown. This study contributes to transformative service research by demonstrating that local residents' subjective well-being is an essential part of the service ecosystem in hosting a festival. Festival service managers should consider the local community's perception of festivals to simultaneously boost local service sustainability and ecosystem well-being. Service managers may determine improvements to the stimulation of intercustomer social support, as it plays a transformative role, adding value to festivals.

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“…We define trust in an OBC as its members' overall reliance on each other and the brand sponsoring it; members have trust when they believe that other members and the sponsor will not act opportunistically. This trust helps stabilize relationships and enables cooperative and useful interactions between its members (Bruhn et al 2013). …”

Section: The Experience Provided By the Communitymentioning

confidence: 99%