Building Brand Community Relationships on Facebook Fan Pages: The Role of Perceived Interactivity

Wang, Kaiyu; Chih, Wen‐Hai; Hsu, Li-Chun

doi:10.1080/10864415.2020.1715532

Cited by 43 publications

(48 citation statements)

References 73 publications

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“…Scholars have employed the S-O-R model to examine how website features affect consumers' behaviour (e.g. Duong, et al, 2020;Wang, et al, 2020). The model hypothesizes that the stimuli, which are the online brand community characteristics (represented by information quality, rewards, and virtual interactivity), influences the organism (i.e., brand knowledge and brand involvement), which act as mediators between the stimuli and consumers' response.…”

Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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Purpose This study aims to examine the relationships between the online communities’ characteristics and resilience to negative information (RNI) mediated by both brand knowledge and brand involvement. Design/methodology/approach According to stimulus-organism-response (S-O-R) framework, this research postulates that information quality, rewards and virtual interactivity drive RNI directly and indirectly through brand knowledge and/ or brand involvement. A survey of 326 Facebook pages followers was conducted, representing followers of fashion clothing brands in social media platforms in Egypt. We have used AMOS to check the constructs’ validity and reliability, as well as the Hayes’s PROCESS macro to test the mediation. Findings The findings show that information quality, rewards and virtual interactivity are the respective drivers of brand knowledge and brand involvement; the brand knowledge and brand involvement help explain why consumers are resilient to negative information of specific brands; and the drivers of brand knowledge and/ or brand involvement differ in consumers who tend to ignore negative information they receive about the brand. Practical implications Outcomes of the research recommend that executives should identify the outstanding determinants for improving resilient consumers to negative information through creating the highest possible brand knowledge and involvement between the consumers and brands. Originality/value Little attention has been paid to examine the RNI and linking it with brand knowledge and brand involvement in online communities’ context, thus, the current research is conducted.

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Section: Conceptual Framework and Hypothesis Developmentmentioning

confidence: 99%

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Elsharnouby¹,

Mohsen²,

Saeed³

et al. 2021

JRIM

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“…Community characteristics on consumers' attitudes and behavior toward a brand community and brand are a popular research stream in the OBC literature (Wang et al , 2020). Future studies can also advance this research by studying other community-level factors such as community orientation.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

4W of user-generated content: why who we are and where we post influence what we post

Soylemez

2021

JRIM

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PurposeIn continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.Design/methodology/approachA study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.FindingsMembers with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.Practical implicationsThis research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.Originality/valueThis is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).

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“…Most hospitality and tourism literature on the online consumer-brand relationship focuses on younger generations or mixed cohorts (Chung and Cho, 2017;Labrecque, 2014;Lee and Lee, 2017;Sanz-Blas et al, 2017;Wang et al, 2020). Older cohort's online relationships and engagement with hospitality and tourism brands are rarely examined.…”

Section: Ijchm 335mentioning

confidence: 99%

“…2.3 Antecedents of parasocial relationship 2.3.1 Interaction-related factors: perceived interactivity and openness. It is widely agreed that interactivity is a key element in online marketing and communication (Wang et al, 2020). Previous literature has positioned interactivity as a technological process or technological features (McMillan and Hwang, 2002).…”

Section: Theoretical Background: Parasocial Relationship Theorymentioning

confidence: 99%

“…The more responsive a brand is to consumers, the stronger sense of co-presence and being there, they feel in online communities (Yoon and Youn, 2016). Two-way communication is the extent that users perceive that brands can provide feedback and mutual exchange (Wang et al, 2020). Compared to traditional media such as TV and magazines, online communities are equipped with capacities to initiate multi-directional communication.…”

Section: Theoretical Background: Parasocial Relationship Theorymentioning

confidence: 99%

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The role of parasocial relationship in social media marketing: testing a model among baby boomers

Zhong

Shapoval

Busser

2021

IJCHM

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Purpose This study aims to apply parasocial relationship theory to understand the hospitality brand-consumer relationship on social media. Aiming to examine brand-initiated mechanisms that drive relationship development, the study identified two sets of brand actions as antecedents, namely, content-related (utilitarian and hedonic benefits) and interaction-related factors (perceived interactivity and openness). This study also investigated the subsequent impacts of parasocial relationships on customer engagement behaviors and brand loyalty. As baby boomers are an important but understudied consumer cohort in social media marketing, this study empirically tested the proposed model for this specific group. Design/methodology/approach A survey was conducted electronically with baby boomer consumers from the USA. The partial least squares analysis was used to test the model validity for this consumer group. Findings The results of this study showed that content-related factors had significant effects on the parasocial relationship, which, in turn, significantly influenced customer engagement and brand loyalty. Research limitations/implications This study responds to the recent calls from scholars on developing and expanding a nomological network of parasocial relationships to understand consumer-brand relationships in social media. By focusing on baby boomers, this study adds unique insights on understanding online relationships and engagement, specifically for this cohort. Future studies should expand the study by examining other generations, platform differences or using longitudinal methods. Practical implications This study informs hospitality marketers in the development and implementation of a successful Facebook relationship building campaign targeting baby boomers. Originality/value According to the authors’ knowledge, this is the first study known to have developed a coherent parasocial relationship model that combined content-related benefits, interaction-related factors, online engagement and brand loyalty. It also represents one of the few to examine how hospitality brands can build a parasocial relationship with baby boomers, an important but cohort, on social media and provide actionable insights to hospitality marketers for this generation.

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Building Brand Community Relationships on Facebook Fan Pages: The Role of Perceived Interactivity

Cited by 43 publications

References 73 publications

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

Enhancing resilience to negative information in consumer-brand interaction: the mediating role of brand knowledge and involvement

4W of user-generated content: why who we are and where we post influence what we post

The role of parasocial relationship in social media marketing: testing a model among baby boomers

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