Exploring the impact of brand community identification on Facebook: Firm-directed and self-directed drivers

Demiray, Melek; Burnaz, Şebnem

doi:10.1016/j.jbusres.2018.11.016

Cited by 84 publications

(86 citation statements)

References 49 publications

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“…In terms of validity analysis, Table 2 shows that the standardized factor loading of most indicators is greater than 0.6, and the T value is much higher than 1.96, which is significant when p < 0.001. Although the AVE values of latent variables ID and UM are slightly lower than 0.5, their composite reliability is higher than 0.6, indicating that the convergent validity of all latent variables is acceptable [9,62,63]. The results in Table 3 show that the value of the correlation coefficient between every two latent variables is less than 0.8, and the square root of AVE is also greater than the correlation coefficient between every two latent variables, indicating that each latent variable has a good discriminant validity [62].…”

Section: Descriptive Statistical Analysismentioning

confidence: 88%

“…First of all, the reliability and validity test of the scale can be seen in Tables 2 and 3. Table 2 shows that Cronbach's alpha coefficient of all latent variables reaches the minimum acceptable critical value of 0.6 [9,60] and the composite reliability values were also above the threshold of 0.6 [60,61]. It indicates that the measurement of various latent variables is relatively reliable.…”

Section: Descriptive Statistical Analysismentioning

confidence: 93%

“…The platform mechanism of twoway interaction enables enterprises not only pays attention to their published content, but also more eager to hear more users' voices in the community [6,7]. Meanwhile, the social function of the networked community and even mobile network [8] also provides great convenience for the communication between users and narrowing the psychological distance between them [9]. Therefore, compared with existing market-generated content (MGC) in the networked community, more and more users choose to trust user-generated content (UGC) in the community [10][11][12][13].…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand community

Song

Duan

Huang

et al. 2020

J Wireless Com Network

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Web-based enterprises have increasingly begun to build their own virtual brand community on the Cloud. How to encourage Web users to generate Web content in the Web community continuously and permanently has become the focal point. However, few studies have explored that how to drive the motivation of user-generated content (UGC) named self-enhancement (SE) internalized from the perspective of user's personal characteristics and then enhance the intention of UGC. Even fewer studies have been devoted to drive the motivation of UGC from the perspective of information technology. Based on self-construal (SC) theory, self-determination (SD) theory, and current immersive applications of Edge computing, we proposed to a solution of user-generated content motivation internalized in the virtual brand community implemented through the manipulation of the tradeoff of inter-Edge and Cloud processing. Our survey shows that different types of self-construal (SC) users have different levels of internal motivation for self-enhancement (SE) accomplished through the organization of user characteristics. We build a detailed simulation of the change of time delay, availability, and cost of inter-Edge and Cloud conversion to demonstrate the feasibility of our proposed mechanism of UGC motivation internalized in the virtual brand community in guiding enhancing the intention of UGC in the community in practice.

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Section: Descriptive Statistical Analysismentioning

confidence: 88%

Section: Descriptive Statistical Analysismentioning

confidence: 93%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand community

Song

Duan

Huang

et al. 2020

J Wireless Com Network

View full text Add to dashboard Cite

show abstract

“…Although prior studies have identified a variety of antecedents of intrinsic motivation including brand attractiveness, brand value, community feedback and information sharing [17][18][19][20], they pay less attention to the role of firm attributes in triggering intrinsic motivation. However, regarding the firm interference in firm-hosted BVC activities [21], firm attributes, especially users' perceived firm attributes [6,22], should play an important role in shaping intrinsic motivation to voice.…”

Section: Introductionmentioning

confidence: 99%

“…Second, existing literature on BVC takes firm attributes as a general concept without distinguishing different types of firm attributes [19,20]. Based on Spaeth, et al [6], the proposed framework focuses on certain community-related attributes such as community-based credibility and openness but neglects the brand-related firm attributes.…”

Section: Introductionmentioning

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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The nature of peer‐initiated brand communities on social media platforms

Wong

2021

J of Consumer Behaviour

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In the recent years, consumers are increasingly engaging in dynamic interactions with their preferred brands through online brand communities. Although Facebook has been commonly used as the social media platform for online brand communities, less is known with respect to the success factors for these brand communities. This study examines the nature of peer‐initiated brand communities by proposing and testing a conceptual framework that encompasses brand community identity, brand community engagement, brand love, and brand loyalty. The study investigates the dimensions of brand community identity and engagement, namely the affective and cognitive dimensions, and the moderating effect of brand community involvement. A total of 205 respondents were recruited via the Facebook social media platform of a peer‐initiated brand community. The results show that brand community identity affects brand community engagement for both affective and cognitive dimensions, with cognitive engagement predicting brand love. The moderating role of brand community involvement and the positive relationship between brand love and loyalty are confirmed. The findings contribute to knowledge and practice by highlighting the factors that can strengthen a brand's social media presence and consumer‐brand relationships.

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Exploring the impact of brand community identification on Facebook: Firm-directed and self-directed drivers

Cited by 84 publications

References 49 publications

Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand community

Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand community

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

The nature of peer‐initiated brand communities on social media platforms

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