Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity

Villaseñor, Nieves; Yagüe, MaJesús

doi:10.3389/fpsyg.2020.00927

Cited by 21 publications

(21 citation statements)

References 43 publications

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“…Besides acknowledging the necessity of understanding customers' idiosyncratic needs, previous research on hospitality consumer value or experience has also highlighted the significance of context and customer involvement in value cocreation (Buhalis and Foerste, 2015). The concept of value co-creation highlights the significance of engaging various stakeholders, rather than the sole input from businesses, in the creation process (Rihova et al, 2019;Rubio et al, 2020). To facilitate the experience and value co-creation in the virtual context, adequate technologies must be in place in order to enable various stakeholders involved in the co-creation process, namely firms, consumers, and other users (Rubio et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

Buhalis

Lin

Leung

2022

IJCHM

266

117

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Purpose Metaverse blends the physical and virtual worlds, revolutionizing how hospitality customers and hospitality organizations facilitate the co-creation of transformational experiences and values. This paper aims to explore the opportunities and challenges that Metaverse introduces for hospitality and tourism management and marketing as part of the customer experience and value co-creation process. This paper also discusses how the advent and development of Metaverse can potentially transform hospitality customer experience and value co-creation. Design/methodology/approach A comprehensive literature review was undertaken to explore conceptual developments on Metaverse and best practice examples from around the world. Findings Metaverse not only opens many exciting opportunities for hospitality and tourism but also poses some great challenges. Hospitality and tourism organizations need to use the Metaverse strategically to customize and co-create hybrid virtual and physical experiences, allowing consumers to engage with them and also with other customers before, during and after their visit. A range of research opportunities also emerge for the adoption and operationalization of Metaverse. Research limitations/implications This paper critically analyzes the early applications of Metaverse in hospitality and tourism as well as promotes future solutions for hospitality and tourism management and marketing. The conceptual model in this study can help different stakeholders better understand the flow, logic and potential of Metaverse in the hospitality and tourism industry. Originality/value The paper defines and conceptualizes the potential of Metaverse in hospitality customer experience and value co-creation. Besides putting forward a research agenda for further exploiting the full potential for both hospitality customers and hospitality organizations, this paper elucidates the impacts of Metaverse on hospitality management, rooted in the previous literature in value co-creation and technology-enhanced experience.

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Section: Introductionmentioning

confidence: 99%

Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

Buhalis

Lin

Leung

2022

IJCHM

266

117

View full text Add to dashboard Cite

show abstract

“…With the accelerated development of new-generation information technology, the connection between enterprises and consumers has migrated from real to virtual platforms, and virtual brand communities based on virtual platforms have emerged and attracted sufficient academic attention ( Hakala et al, 2017 ; Stoycheff et al, 2017 ; Wang et al, 2021 ). A virtual brand community is an online community based on social relationships and social connections among consumers of a brand that is not limited by geographic scope ( Ul Islam and Rahman, 2017 ; Kaur et al, 2020 ; Rubio et al, 2020 ). The emergence of virtual brand communities has changed the way companies communicate with consumers, and more and more companies are trying to use virtual communities to strengthen their connection with consumers ( Li, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective

et al. 2022

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With the development of information technology, more and more companies have taken the initiative to build virtual brand communities to strengthen the connection between brands and customers and create brand loyalty, but existing research lacks a clear explanation of how the customer community experience of virtual brand communities affects brand loyalty. In response to this question, this paper investigates the role and mechanism of different types of community experiences, namely information experience, entertainment experience and interactive experience, generated by customers’ participation in community activities on brand loyalty based on the customer experience perspective. The findings show that different types of community experiences have a significant impact on brand loyalty, and which community identity is partially mediated in all of them. Further analysis for segmented populations in virtual communities revealed significant differences in the above mechanisms for members of different genders. The findings of this paper are important guidance for companies to manage virtual brand communities and create brand loyalty.

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“…Prior studies have also focused mainly on the business-tobusiness (B2B) business model (Tao & Wei, 2019;Rubio et al, 2020;Rodríguez-López, 2021), and they comprise a limited contribution to the B2C model, and we found a gap in the research on C2C communities. As these dynamics of online communities are a significant shift in this paradigm, there is an extensive need to research this area (Kao et al, 2020;Khan et al, 2021e;Khan et al, 2021f).…”

Section: Introductionmentioning

confidence: 82%

How does consumer-to-consumer community interaction affect brand trust?

Tabish

Thomas

Rehman

et al. 2022

Front. Environ. Sci.

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This article seeks to study how the extensive usage of social networking sites (SNSs) and interaction in consumer-to-consumer (C2C) communities influence brand trust. Social networking sites have impacted internet commerce in a technologically advanced era; it connects global users. Social media ads have changed our thinking; new market trends are reshaping the business industry. This study empirically investigates a model based on media richness theory and social capital theory. Using data collected from users who conducted transactions on these sites, a theoretical model was developed to analyze the inspirations behind trust. The results show that Instagram’s media-rich platform enhances social capital and a sense of virtual community between its members, affecting trust. Instagram usage intensity does not immediately affect brand trust, but it has an indirect effect; community trust also positively influences brand trust. This study defines the role of a sense of virtual community (SOVC) and social capital (SC) in C2C communities only. This study delivers insights to managers on how to increase brand trust via SNSs. Prior studies on social commerce do not apply to C2C communities on social media platforms, especially Instagram. This study presents a novel standpoint of social capital and media richness structures as precursors of brand trust in C2C communities.

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Value Co-creation in Third-Party Managed Virtual Communities and Brand Equity

Cited by 21 publications

References 43 publications

Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing

Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective

How does consumer-to-consumer community interaction affect brand trust?

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