Managing customer experiences in online product communities

Nambisan, Priya; Watt, James H.

doi:10.1016/j.jbusres.2010.09.006

Cited by 196 publications

(180 citation statements)

References 39 publications

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“…Within the context of an online community, the consumer's experience with an online brand community is the result of interactions with both other members and the community itself (Nambisan and Watt 2011). An OBC's continued survival over time partly depends upon the experience the company is capable of providing to its members (Lin 2007(Lin , 2008.…”

Section: The Experience Provided By the Communitymentioning

confidence: 99%

Consumer engagement in an online brand community

Martínez–López

Anaya‐Sánchez

Molinillo

et al. 2017

Electronic Commerce Research and Applications

101

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Section: The Experience Provided By the Communitymentioning

confidence: 99%

Consumer engagement in an online brand community

Martínez–López

Anaya‐Sánchez

Molinillo

et al. 2017

Electronic Commerce Research and Applications

101

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“…It is obvious that community experience has some effect on consumer thinking and behavior. Nambisan and Watt [8] defined an online community experience as "the overall experience a customer derives from his/her interactions in an online community" with four dimensions: pragmatic dimension, hedonic dimension, sociability dimension, and usability dimension. Sha [9] pointed out that online brand community consist of interaction experience, entertainment experience and information experience.…”

Section: Theoretical Background and Research Hypothesis Online Brand mentioning

confidence: 99%

The Influence of Online Brand Community Experience on Brand Loyalty

Tang¹,

Yan²

2018

Proceedings of the 2018 4th Annual International Conference on Modern Education and Social Science (MESS 2018)

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This paper discusses the influence of online brand community on brand loyalty from the perspective of community experience with five dimensions: information experience, entertainment experience, interactive experience, thinking experience and service experience. It is found that the impact has two paths: one is that online brand community experience has a direct positive effect on brand loyalty, and the other is that community commitment plays a partial mediating effect between both. Specifically, information experience, thinking experience and service experience positively influence brand loyalty, while entertainment experience and interactive experience have no significant influence on brand loyalty. What's more, there was no moderating effect of community participation on the relationship among experience, community commitment and brand loyalty.

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“…It can be considered as a "social phenomenon" (Toral, Martinez-Torres, Barrero, & Cortes, 2009) and as "social spaces" (Nambisan & Watt, 2011).…”

Section: Social Media Definitionmentioning

confidence: 99%

Entrepreneurship in Social-Media Services in Oman – A Socio-Economic Scanning of the Sultanate

Samuel

Sarprasatha

2016

ASS

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The document explores the background of entrepreneurship and social media from the perspective of the Sultanate of Oman, and explores the prevalence and usage of social media and social media business services across the Arab world and in particular, Oman. The review of data and of available literature reveals that entrepreneurship is increasingly being promoted in Oman as part of a strategy to promote the diversification of economy in light of declining oil prices and depleting oil reserves.With a view of exploring the scope of social media related services as a means of entrepreneurial ventures, the potential benefits of social media for businesses, the possible opportunities and challenges in entrepreneurship in social media management and marketing services in Oman have been reviewed and highlighted. The review reveals that in Oman and across the Arab region, as social media usage by businesses is gaining prominence, the lack of digital skills could act as a promoter for outsourcing of social media to external social media service agencies. The studies also reveal the gap between client expectations and the currently available services. In this light, the study concludes that this is a viable area for research that merits further exploration.

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Managing customer experiences in online product communities

Cited by 196 publications

References 39 publications

Consumer engagement in an online brand community

Consumer engagement in an online brand community

The Influence of Online Brand Community Experience on Brand Loyalty

Entrepreneurship in Social-Media Services in Oman – A Socio-Economic Scanning of the Sultanate

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