Brand equity in social media-based brand community

Abstract

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

The Impact of Online Brand Community Markers on Consumer Brand Engagement: Studying the moderating role of gender

“…In virtual communities, members are enacting rituals by sharing consumption experiences with the brands and enjoying exclusive common language (traditions, jargons, emoticons) used within the community boundaries (Muniz & O'Guinn, 2001). These rituals and traditions perpetuate the sense of collectiveness among the community members (Habibi et al, 2016), and show their commitments to social role and communal goals (Hoang et al, 2019).…”

“…Shared consciousness is related to the believes that community members are closely related to each other and are sharing the same basic concepts about the brand. Strong feelings of belonging and identification enhances members to participate in the community prospects and activities; therefore, they are more likely to engage with brand value creation practices (Habibi et al, 2016;Hoang et al, 2019).…”

“…In consistent with social-role theory of gender differences, this study posits that the effects of community markers on consumer brand engagement depends on the individual characteristics presented in gender. In an online community, women are motivated by social interactions, vulnerable to peer influence and put great emphasis on self-transcendence value than men (Hoang et al, 2019).…”

“…The understanding of brand community population and how it affects the brand-community relationship and brand-based consequences have recently gained extensive attention from scholars and practitioners (Hoang et al, 2019;Islam & Rahman, 2017;Kumar & Nayak, 2018;Pedeliento et al, 2020;Zhang et al, 2015). For instance, the recent work of Pedeliento et al, (2020) highlights the significance of members' demographic in brand community participation and brand community relationships in different types of brand communities.…”

“…Extensive research has been conducted to better understand consumer engagement in online brand communities; however, this domain is still nascent. Specifically, there is call to uncover the antecedents and consequences of consumer engagement relative to different perceptions or associations of community members (Hoang et al, 2019;Islam & Rahman, 2017;Islam et al, 2018). This study examines the potentiality of brand communities in enhancing consumer-brand engagement and creating brand-based consequences relative to variations of members perceptions to community markers.…”