Customer participation in virtual brand communities: The self-construal perspective

Wang, Yonggui; Ma, Shuang; Li, Dahui

doi:10.1016/j.im.2015.04.003

Cited by 70 publications

(60 citation statements)

References 57 publications

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“…The facilitating role of InterSC has been shown in two correlational studies on virtual brand communities (Hu, Zhang, & Luo, ; Wang et al., ); however, the findings are contradictory. In a study by Wang et al.…”

Section: Introductionmentioning

confidence: 96%

“…Adapted from this scale, an instrument Community Participation Questionnaire was developed to assess the community participation among Chinese urban residents (Xin & Ling, ). Furthermore, community participation could also be represented by the intention to participate in community activities (Wang, Ma, & Li, ). The present research, therefore, employed community participatory behavior and intention to represent community participation.…”

Section: Introductionmentioning

confidence: 99%

“…In a study by Wang et al. (), individuals who participated in two Chinese virtual brand communities designed for smart phone users to interact with each other were administered to the SC scale (Singelis, ) and community participation intention questionnaire. Results indicated that higher IndSC but not InterSC predicted greater community participation.…”

Section: Introductionmentioning

confidence: 99%

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Interdependent self‐construal matters in the community context: Relationships of self‐construal with community identity and participation

Xin

Yang

Ling

2017

Journal Community Psychology

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Two studies investigate the relationship between self‐construal (SC), community identity, and community participation among Chinese urban residents. Study 1 (n = 261) measured SC, community identity, and community participation behavior. Using cluster analysis, 4 distinct subgroups emerged: those with (a) independent SC, (b) interdependent SC, (c) dual SC, and (d) marginal SC. Results indicated that individuals in the interdependent SC subgroup reported higher community identity, particularly emotional identity, and more participation behavior than those in the independent and dual SC subgroups. Study 2 (n = 53) experimentally activated SC before measuring community identity and community participation intention. Results indicated that individuals primed with interdependent SC reported greater community identity, particularly emotional identity, and higher participation intention than those primed with independent SC. Findings are discussed in terms of theoretical and practical implications.

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Section: Introductionmentioning

confidence: 96%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Interdependent self‐construal matters in the community context: Relationships of self‐construal with community identity and participation

Xin

Yang

Ling

2017

Journal Community Psychology

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“…what defines community participation (Wang et al, 2015;Kamboj and Rahman, 2017). Also, there is a need of examining more brand related determinants towards community participation (Munnukka et al, 2015;Shim et al, 2015;Kamboj and Rahman, 2017).…”

Section: And !mentioning

confidence: 99%

Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours

Wong

Haddoud

Kwok

et al. 2018

IMDS

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“…Consequently, customer motivations, expectations, and behaviors evolve with these changes, requiring periodic research for both theory and practice (Barbopoulos & Johansson, 2016;Baruk & Iwanicka, 2016;Yang et al, offerings and messaging continually in order to adapt to the evolving market demand (Baruk & Iwanicka, 2016). Researchers have noted these trends and have identified internal buyer motivation as a key area for research to expand theories on buyer behavior prediction (Ajzen & Klobas, 2013;Ajzen & Sheikh, 2013;Wang et al, 2015;White et al, 2012).…”

Section: Introductionmentioning

confidence: 99%

Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry

Thomas¹

2017

IJMS

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The martial arts industry is experiencing immense growth, creating a highly competitive environment where challenges in attracting and retaining customers cause substantial losses and an inability to compete effectively. Customer memberships are the primary revenue source for fitness firms. Understanding buyer motivation is essential for marketing message creation and product development to attract and retain customers. The purpose of this qualitative, exploratory, single-case study was to investigate parent purchase motivation for children's martial arts classes and to document internal buying motives in order to address the problem of acquiring and retaining customers in the commercialized martial arts industry. The study sample consisted of seven parents, two instructors, and two owners. The data collection methods were semistructured interviews comprising open-ended questions. Interviews were analyzed using NVivo® qualitative analysis software to code and analyze themes. The semistructured interviews identified 10 themes. Three new themes emerged-ease of participation, alternative to team sports, and convenience. Study findings contribute to the theory of planned behavior and theories used to predict purchase behavior. Recommendations for practice include refinements of product offerings and marketing messages and the creation of a new market segment, resulting in customer alignment and increased ability to attract and retain customers. Future research is recommended to replicate this study in other geographies, to use the data gathered in this study to seed qualitative research studies, and to weigh the relative influence of the three types of behaviors influencing intention in the theory of planned behavior.

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Customer participation in virtual brand communities: The self-construal perspective

Cited by 70 publications

References 57 publications

Interdependent self‐construal matters in the community context: Relationships of self‐construal with community identity and participation

Interdependent self‐construal matters in the community context: Relationships of self‐construal with community identity and participation

Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours

Exploring Buyer Motivation to Improve Management, Marketing, Sales, and Finance Practices in the Martial Arts Industry

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