Consumer engagement in an online brand community

Martínez–López, Francisco J.; Anaya‐Sánchez, Rafael; Molinillo, Sebastián; Aguilar-Illescas, Rocío; Esteban-Millat, Irene

doi:10.1016/j.elerap.2017.04.002

Cited by 101 publications

(71 citation statements)

References 125 publications

(196 reference statements)

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“…Trust is mandatory for the customer and the company to be engaged, interested in the other party's situation and for an active and productive interaction (Pansari and Kumar, 2017). Trust, therefore, has an effect on CE due to the positive emotions evoked in the customer with respect to the brand, and the result of repeated positive experiences only strengthens this mutual interaction (Martínez-L opez et al, 2017). We propose that customer trust positively affects CE:…”

Section: Trust and Customer Engagementmentioning

confidence: 98%

Engaging customers through user-and company-generated content on CSR

Badenes-Rocha

Mafé

Bigné

2019

SJME

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Purpose This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study. Findings The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels. Practical implications CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media. Originality/value The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

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Section: Trust and Customer Engagementmentioning

confidence: 98%

Engaging customers through user-and company-generated content on CSR

Badenes-Rocha

Mafé

Bigné

2019

SJME

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“…A consumer community in social media fundamentally consists of two focal elements which are virtual consumer community and social media (Laroche et al, 2013). SM allows social individuals or consumers to interact with each other in a virtual environment (Martínez-López et al, 2017). These interactions happen through the creation and sharing of CGC, photos and videos (Kaplan & Haenlein 2010;Tajvidi & Karami, 2017).…”

Section: Social Media and Consumer Communitiesmentioning

confidence: 99%

“…According to the authors, these elements are namely: product, brand, company, customers and SM, where SM is the fundamental basis for the community to exist and causes high context collaboration among the entities of the virtual community on SM. Consumers play an active role in the SM community to share valuable consumption experience, appreciation and reviews (negative or positive) for the brands, products and the company (Martínez-López et al, 2017;Tsai et al, 2012). Thus, SM facilitates the firm to understand their strengths and weaknesses to improvise business strategies as well as to build meaningful relationships with customers (McAlexander et al, 2002).…”

Section: Elements Of Social Media-based Consumer Communitymentioning

confidence: 99%

“…Besides, several previous studies examining the effect of social media on CPV in tourism have reported mixed and inconclusive findings (e.g., Harrigan et al, 2017;Litvin & Dowling, 2018;So et al, 2014). Therefore, there is an important need to further examine the effect of social media (SM) on the consumer community in enhancing CPV towards a particular tourism provider since many service organizations lack proper knowledge and strategies on how to make use of their existence in SM platforms and communities (Martínez-López et al, 2017;Huber et al, 2010). Besides that, there is a dearth of research offering comprehensive explanation on how the presence of tourism brands on TSM sites oriented consumer community to foster greater level of engagement among the member of such virtual SM communities that can enhance the CPV for the tourism businessess.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Consumer Community On Tourism Social Media And Consumer Perceived Value: Review Paper

Khan¹,

Hashim²,

Aziz³

et al. 2020

European Proceedings of Social and Behavioural Sciences

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“…Third, our study distinguishes two levels of social identification from a dual identification perspective. Little study has simultaneously investigated the effects of these two levels of identification on intrinsic motivation [6,58]. In addition, previous research generally suggests that multiple identifications are positively correlated [40].…”

Section: Theoretical Implicationsmentioning

confidence: 99%

Perceived Firm Attributes, Social Identification, and Intrinsic Motivation to Voice in Brand Virtual Communities: Differentiating Brand-General and Innovation-Specific Perceptions

Sun

Zhao²,

Shen

et al. 2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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The question about why some brand virtual communities (BVCs) successfully motivate customers to engage in value creation (e.g., voice) while others do not is still an important but understudied research issue. To fill this research gap, we propose a research model to shed light on the antecedents of intrinsic motivation to voice by focusing on the role of perceived firm attributes. Specifically, we argue that firm attributes can be classified into brandgeneral versus innovation-specific attributes which affect intrinsic motivation through two types of social identification namely brand identification and community identification respectively. The links between these two types of perceptions are examined too. A field study of 291 BVC users was conducted to test the research model. The results show that customer orientation and perceived openness positively affect customers' brand identification and community identification respectively, and customer orientation has a positive effect on perceived openness. Furthermore, the impact of brand identification on intrinsic motivation is found to be fully mediated by community identification.

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Consumer engagement in an online brand community

Cited by 101 publications

References 125 publications

Engaging customers through user-and company-generated content on CSR

Engaging customers through user-and company-generated content on CSR

Consumer Community On Tourism Social Media And Consumer Perceived Value: Review Paper

Perceived Firm Attributes, Social Identification, and Intrinsic Motivation to Voice in Brand Virtual Communities: Differentiating Brand-General and Innovation-Specific Perceptions

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