Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

Abstract

This paper examines the antecedents of branding co-creation that include social networking sites'(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the "Stimulus-Organism-Response paradigm". The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modelling techniques. The findings reveal that SNSs' participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding cocreation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors' surprise there is scant literature examining the relationships between SNSs' participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation.

Towards a theory of SocioCitizenry: Quality anticipation, trust configuration, and approved adaptation of governmental social media

“…A high-level view of the SocioCitizenry theory social media to suit citizens' interaction needs. Citizens can be considered co-creators of trust in social media (Kamboj, Sarmah, Gupta, & Dwivedi, 2018) because they can accept or reject its fit with the use context. The byproduct of these two factors is higher citizen interaction with governmental social media.…”

“…Citizens' engagement with the government through social media can render this positive interaction beneficial for both parties (Aladwani, 2015). Indeed, citizens are recipients of knowledge as well as active builders of it (Kamboj, et al, 2018) by approving a continued relationship with and offering feedback to the government. In this article, the authors assume an adaptation view and differentiate between two outcomes: improved knowledge and enhanced relatedness.…”

“…The main stream of egovernment scholarship has focused on different aspects of trust, including trust in the e-government portal, trust in the government itself, trust in e-government-provided services, and trust in the technological infrastructure upon which the e-government is based (Carter & Bélanger, 2005;McKnight, 2005;Scott, DeLone, & Golden, 2016;Teo, Srivastava, & Jiang, 2009;Venkatesh, Thong, Chan, & Hu, 2016). More recent attention has been paid to various aspects of trust in social media (Aladwani, 2018a;Kamboj, et al, 2018;Liu, Lee, Liu, & Chen, 2018;Park, Choi, Kim, & Rho, 2015). Despite the importance and usefulness of prior studies, research has yet to approach trust from a configuration angle or to differentiate between trust in content and trust in engagement style.…”

Taking sustainable fashion mainstream: Social media and the institutional celebrity entrepreneur

“…Customer cocreation, including participating in electronic‐word‐of‐mouth, recommendations and referrals, asking questions and giving responses on online community forums, could be taken as measures of deeper consumer engagement (van Doorn et al, ) and are “measureable” via the number of “likes” and “comments” on Instagram posts (De Vries, Gensler, & Leeflang, ). Consumer engagement studies are typically brand focused (Hollebeek et al, ) and have identified that engagement adds brand value, loyalty, and trust amongst members of the community (Connell, Marciniak, Carey, & Mccoll, ; Kamboj, Sarmah, Guptac, & Dwivedi, ). By extending this premise to wider institutional concerns, SM platforms have the potential to facilitate consumer engagement with CIEs who can galvanise and inspire the mainstream consumer towards more sustainable behaviours.…”

Identifying reputation collectors in community question answering (CQA) sites: Exploring the dark side of social media

“…Any compromise with quality of the content on this site will make it useless and people will be afraid using it. As digital and social media platforms and applications continue to disseminate, both positive and negative aspects associated with them are becoming increasingly apparent (AlAlwan et al 2017;Aswani et al 2018;Dwivedi et al 2015Dwivedi et al , 2016Dwivedi et al , 2017aDwivedi et al , 2017bDwivedi et al , 2018Ismagilova et al 2017;Kamboj et al 2018;Kapoor et al 2017;Kapoor and Dwivedi 2015;Plume et al 2016;Rathore et al 2016;Shareef et al 2017Shareef et al , 2018Tamilmani et al, 2018). For example, every social media platform such as Facebook, Twitter and YouTube is now facing the problem of some naughty users who are trying to dilute these forums.…”