Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

Wang, Jintang; Liao, Junyun; Shu, Zheng; Li, Biqing

doi:10.3390/su11174672

Cited by 15 publications

(11 citation statements)

References 88 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Engagement is essential to the understanding of OBC dynamics. Previous studies have found that engagement remains key to explaining both participation in an online community and its effects on the brand it supports it [5,[7][8][9], and it is key to the survival of OBCs [10]. In spite of the importance of brand community engagement, this concept remains poorly understood in brand community research [11].…”

Section: Introductionmentioning

confidence: 99%

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

et al. 2021

View full text Add to dashboard Cite

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

show abstract

Section: Introductionmentioning

confidence: 99%

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

et al. 2021

View full text Add to dashboard Cite

show abstract

“…Social media thus offer a tool to anthropomorphize brands (Chen et al, 2015) and also to develop brand communities. These online brand communities can present the brand's good intentions and abilities and thus elicit consumers' engagement in the community (Wang et al, 2019). Brands use anthropomorphism strategies in their posts—such as the use of personal pronouns and imperative verbs—and these brand personification strategies lead to higher consumer engagement with these posts (Chen et al, 2015).…”

Section: Consumer Brand Relationshipsmentioning

confidence: 99%

“…We have already mentioned how the BIAF has been used to study digital marketing in the anthropomorphism section. Social media offer a wonderful tool to anthropomorphize brands but also develop brand communities (Chen et al, 2015; Wang et al, 2019), and anthropomorphism has a positive effect on engagement with a brand's fan page (Kim, Sung, et al, 2020).…”

Section: Digital Marketingmentioning

confidence: 99%

Social perception of brands: Warmth and competence define images of both brands and social groups

Kervyn¹,

Malone²

2021

Consumer Psychology Review

View full text Add to dashboard Cite

People form impressions about brands as they do about social groups. The Brands as Intentional Agents Framework (BIAF) a decade ago derived from the Stereotype Content Model (SCM) two dimensions of consumers' brand perception: warmth (worthy intentions) and competence (ability). The BIAF dimensions and their predictive validity have replicated the general primacy of warmth (intentions) and developed the congruence principle of fit to context. BIAF domains include various brands, product design, and countries as origins of products and as travel destinations. Brand anthropomorphism plays a role in perceiving brands' morality, personality, and humanity. Consumer–brand relations follow from anthropomorphism: perceived brand‐self congruence, brand trust, and brand love. Corporate social (ir)responsibility and human relations, especially warm, worthy intent, interplay with BIAF dimensions, as do service marketing, service recovery, and digital marketing. Case studies describe customer loyalty, especially to warm brands, corresponds to profits, charitable donations, and healthcare usage. As the SCM and BIAF evolve, research potential regards the dimensions and beyond. BIAF has stood the tests of time, targets (brands, products, and services), and alternative theory (brand personality, brand relationships), all being compatible. Understanding how people view corporations as analogous to social groups advances theory and practice in consumer psychology.

show abstract

“…Along with the emergence of new media in recent decades, the Uses and Gratifications Theory has been extensively used to understand consumers' motivation on different media platforms, including social networking sites and virtual community environments etc. (Ruggiero, 2000;Wang et al, 2019).…”

Section: 3mentioning

confidence: 99%

Brand loyalty in online brand communities in Malaysia: A Uses and Gratifications perspective

Ong

Lye

2021

IPBSS

View full text Add to dashboard Cite

This study examines the online communities’ gratifications of social media usage and to understand how their perceived values within an online brand page environment can affect brand loyalty. In addition to the content-oriented and relationship-oriented aspects of uses and gratifications of online brand communities, this study also includes economic value to the existing model considering online promotions and rewards may encourage consumer brand engagement and subsequently lead to brand loyalty. The data collected via snowball sampling method consisted of the responses of 150 respondents who are in one or more online brand communities of different brands in Malaysia. The result shows that functional value and hedonic value are the most important motivators to drive brand loyalty in online brand communities. The result implies that the brand loyalty in online brand communities in Malaysia depends on the functionality and pleasant sensations experienced from the brand fan page. The result suggests that brand page should deliver informative, rich and customised information contents to fulfil the satisfaction of online communities. This study provides insight on social media users’ perceived values that drive their satisfaction and loyalty towards the brand via the fan page, which in turn helps brand marketing practitioners in Malaysia to understand on how these perceived values may influence the brand loyalty of online communities, particularly from the perspective of the Uses and Gratifications theory.

show abstract

Examining Drivers of Brand Community Engagement: The Moderation of Product, Brand and Consumer Characteristics

Cited by 15 publications

References 88 publications

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

Social perception of brands: Warmth and competence define images of both brands and social groups

Brand loyalty in online brand communities in Malaysia: A Uses and Gratifications perspective

Contact Info

Product

Resources

About