Identify with community or company? An investigation on the consumer behavior in Facebook brand community

Ho, Ching‐Wei

doi:10.1016/j.tele.2015.05.002

Cited by 29 publications

(30 citation statements)

References 52 publications

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“…The Strength of the University Community on Facebook (UCF) measures the degree to which members of the university Facebook page feel bond to each other, share information and experience, and the extent to which they find these exchanges useful. Three items were adopted from (Ho, 2015;Laroche et al, 2013) developed by Srinivasan, Anderson, & Ponnavolu (2002) . Cronbach alpha reported in the literature ranged from 0.66 (Laroche et al, 2013) to 0.77 (Ho, 2015).…”

Section: Sample and Measuresmentioning

confidence: 99%

“…Three items were adopted from (Ho, 2015;Laroche et al, 2013) developed by Srinivasan, Anderson, & Ponnavolu (2002) . Cronbach alpha reported in the literature ranged from 0.66 (Laroche et al, 2013) to 0.77 (Ho, 2015). The Student Identification with the university community measures how much the participants identified themselves with the rest of the university community.…”

Section: Sample and Measuresmentioning

confidence: 99%

“…Sample items such as "if this community planned something, I would think it as something "we" would do rather than something "they" would do" targeted to assess the salience of their association with the university with regard to their self-concept. Total of three items were adapted from previous studies (Algesheimer et al, 2005;Bergami & Bagozzi, 2000;Ho, 2015) and had Cronbach alpha values reported in the literature ranged from .80 -.94. Student identification with the university brand was made up of three items adapted from Ho (2015).…”

Section: Sample and Measuresmentioning

confidence: 99%

“…Total of three items were adapted from previous studies (Algesheimer et al, 2005;Bergami & Bagozzi, 2000;Ho, 2015) and had Cronbach alpha values reported in the literature ranged from .80 -.94. Student identification with the university brand was made up of three items adapted from Ho (2015). Items such as "when someone criticizes the university, it feels like a personal insult" were used to measure the level of association with the university brand in general (instead of focusing on the community in particular).…”

Section: Sample and Measuresmentioning

confidence: 99%

“…Laroche, Habibi, & Richard (2013) has utilized brand community, brand trust and loyalty literatures to show how social media influences the customer centric model elements such as relationships among focal customers and brand, brand loyalty, product, company and other customers. Ho (2015) has demonstrated that a company's brand community on Facebook increases the customer identification with the brand community and the brand itself in a study of service oriented firms and their customers in Taiwan. However, the role of brand trust and brand loyalty in higher education institutions have not been thoroughly investigated.…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

Role of social media community in strengthening trust and loyalty for a university

Nevzat

Amca

Tanova

et al. 2016

Computers in Human Behavior

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As the increasing internationalization of higher education creates competition among the universities, many institutions are making use of social media communities to attract and retain students. We surveyed 215 users of the Eastern Mediterranean University (EMU) Facebook page to investigate how it influences their identification with the university community and the university brand. We further investigate how this identification influences the trust and loyalty to the institution and leads to positive behaviors such as promoting the university to their peers as an active member of the university community. Our results show that the perceived strength of the Facebook community is related to the identification with the university community and the university brand which in turn are related to trust and loyalty. Higher loyalty is linked to citizenship behaviors such as increased contribution to the educational process labeled in-role behaviors and providing positive word of mouth about the university labeled extra-role behaviors. With the challenges of a diverse and global student body which is expected to continue increasing, universities can benefit from use of social media in developing identity, loyalty and trust.

show abstract

Section: Sample and Measuresmentioning

confidence: 99%

Section: Sample and Measuresmentioning

confidence: 99%

Section: Sample and Measuresmentioning

confidence: 99%

Section: Sample and Measuresmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

Role of social media community in strengthening trust and loyalty for a university

Nevzat

Amca

Tanova

et al. 2016

Computers in Human Behavior

View full text Add to dashboard Cite

show abstract

The effect of regulatory focus on customer citizenship behavior in a virtual brand community: The role of online self‐presentation and community identification

Wang

Sakashita

Guo-ping

et al. 2020

J of Consumer Behaviour

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Customer citizenship behavior (CCB) in virtual brand communities is a topic of increasing importance in marketing management research. This type of behavior plays a critical role in the improvement of enterprises' marketing capabilities. In this study, we draw on regulatory focus theory-along with the perspectives of selfpresentation and regulatory fit in relation to social identity-to construct and test a model that investigates both the main effects of regulatory foci (promotion and prevention) and the indirect effects of online self-presentation and community identification on CCB. The empirical results based on our online survey between 310 individual members of an well-known online-community in China demonstrate:(1) a promotion focus exerts a positive influence on CCB while a prevention focus exerts a negative impact; (2) the desire for online self-presentation mediates the association between regulatory foci and CCB; and (3) community identification moderates the relationship between regulatory foci and the desire for online self-presentation, as well as the mediation effect. These results have substantial implications for studying CCB within virtual brand communities.

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CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation

Luu

2017

J Bus Ethics

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Identify with community or company? An investigation on the consumer behavior in Facebook brand community

Cited by 29 publications

References 52 publications

Role of social media community in strengthening trust and loyalty for a university

Role of social media community in strengthening trust and loyalty for a university

The effect of regulatory focus on customer citizenship behavior in a virtual brand community: The role of online self‐presentation and community identification

CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation

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