Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Jiawen Chen ◽  
Xuebing Dong
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Information Value ◽  
Brand Community ◽  
Self Presentation ◽  
Content Type ◽  
Complementarity Theory

PurposeThis study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory, this study examines whether the complementarity of gratifications in four values (i.e. information value, entertainment value, social interaction value and self-presentation value) influences brand community-swinging and, in turn, cultivates brand loyalty.Design/methodology/approachA questionnaire was developed to collect relevant data from users of a well-known smartphone brand. The survey yielded a total of 351 useable responses, and a structural equation model approach was used to test the hypotheses.FindingsThe results indicate that three types of gratification complementarity (information value, social interaction value and self-presentation value) have a significantly positive impact on consumers' brand community-swinging, which further fosters brand loyalty.Originality/valuePrevious research predominantly focused on the motivations and outcomes of consumers' participation within a single-brand community, but little is known about the antecedents and outcomes of brand community-swinging in a poly-social-media context. This study contributes to the brand community literature by addressing this research gap.

Impact of social media usage on performance of construction businesses (CBs) in Abuja, Nigeria

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Luqman Oyekunle Oyewobi ◽  
Olufemi Seth Olorunyomi ◽  
Richard Ajayi Jimoh ◽  
James Olabode Bamidele Rotimi
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Structural Equation ◽  
Building Materials ◽  
Positive Impact ◽  
Research Approach ◽  
Cross Sectional ◽  
Content Type ◽  
Business Interest ◽  
The Impact

Purpose Many construction businesses are currently building and keeping social media pages for their enterprises to be visible to the public to improve their social interaction, promote business interest, build trust and relationships with their targeted audience on social media. The purpose of this study is to examine the impact of social mediausage on performance of construction businesses (CBs) in Abuja, Nigeria. Design/methodology/approach This study used a quantitative research approach by identifying constructs that reveal three aspects of organisation’s physiognomies that impact the process of espousing, implementing and using technological innovations in conducting businesses. Well-structured questionnaire was used to obtain data from 113 purposively sampled building materials’ merchant operating in Dei-Dei Market, Abuja, Nigeria. This study used partial least squares structural equation modelling technique to establish the relationship among the constructs. Findings The results of this study indicated that technology has significant relationship with social media adoption, whereas social media adoption has a very strong positive impact on organisation’s performance (P < 0.001) with respect to improved customer relations and services and enhanced information accessibility. Research limitations/implications This study has implications for CBs that wish to adopt social media to promote their businesses by presenting to them the opportunity to understand the impact of technology, environment and organisational potential in improving business performance. This study is cross-sectional in nature, and this calls for caution in interpreting the results. Originality/value This paper developed and tested a conceptual framework presented to understand the interrelationships amongst the constructs, which would be of great significance to business owners in developing their social interaction and promote business interest via social media. The outcome of this research is beneficial to researchers to further study how the different social media tools could help in influencing business decisions.

scholarly journals Do firms still need to be social? Firm generated content in social media

2019 ◽  
Vol 32 (2) ◽  
pp. 387-404 ◽  
Author(s):  
Athanasios Poulis ◽  
Ioannis Rizomyliotis ◽  
Kleopatra Konstantoulaki
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Purchase Intention ◽  
Structural Equation ◽  
Positive Impact ◽  
Brand Awareness ◽  
Content Type ◽  
Consumer Purchase Intention ◽  
Brand Perception ◽  
Use Of Social Media

PurposeThe purpose of this paper is to investigate how firm-generated content (FGC) impacts consumer brand awareness, brand loyalty and electronic word of mouth (eWOM), and how this, in turn, influences consumer purchase intention.Design/methodology/approachIn order to test this conceptual framework, statistical analysis was carried out employing structural equation modelling.FindingsThe findings indicate that FGC has a positive impact on brand awareness, brand loyalty, eWOM and purchase intention. Furthermore, the results reveal that a link exists between consumer eWOM behaviour and brand awareness and loyalty. This study also demonstrates that company communication through Facebook and Instagram has a positive effect on consumer purchase intention. Finally, it has been shown that, regarding eWOM and purchase intention, FGC posted on Instagram has a greater impact on its users than that posted on Facebook.Originality/valueConsumer purchase intention is increasingly impacted by the growing use of social media by companies and marketers. This changing environment has opened up new challenges. However, there is still much work to be done in understanding the full effects of FGC communication, and how this influences consumer brand perception and purchase intention.

scholarly journals Augmenting brand community identification for inactive users: a uses and gratification perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou
Keyword(s):  
Social Media ◽  
Strong Predictor ◽  
Information Value ◽  
Activity Levels ◽  
Brand Community ◽  
Content Type ◽  
Uses And Gratification ◽  
Highly Active ◽  
Community Identification ◽  
Facebook Pages

Purpose In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the uses and gratification theory. Brand community identification is also expected to lead to higher levels of brand loyalty for these members. Design/methodology/approach This research reports the results of a quantitative with survey data from 389 members of a variety of different official Facebook pages. Findings The results reveal that inactive members of Facebook pages can be influenced to act in a way that is beneficial for a company. Perceived human and information value of the brand Facebook page lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. Practical implications This paper provides suggestions to managers on the development of brand community value that can increase brand community identification and loyalty of apparently inactive brand community members. Originality/value By showing that brand community identification and loyalty exist for users with low activity levels, this research challenges the widely accepted idea that only highly active members are valuable in online brand communities. Specifically, it reveals the most important motivations for these members to identify with the community and be loyal to the brand.

Exploring the nexus of social media influencers and consumer brand engagement

2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Man Lai Cheung ◽  
Wilson K.S. Leung ◽  
Morgan X. Yang ◽  
Kian Yeik Koay ◽  
Man Kit Chang
Keyword(s):  
Social Media ◽  
Social Interaction ◽  
Information Seeking ◽  
Structural Equation ◽  
Motivational Factors ◽  
Three Dimensions ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
The Impact

PurposeGrounded in uses and gratification theory (UGT) and observational learning theory (OLT), this study aims to understand the impact of motivational factors on consumer-influencer engagement behaviors (CIEBs). Motivating factors, including entertainment, information seeking, reward and social interaction, are regarded as antecedents of consumers' OLT, as manifested by CIEB dimensions, including consumption, contribution and creation, and subsequently drive consumer engagement with the endorsed brands.Design/methodology/approachA self-administered questionnaire was distributed to Malaysian social media users. A total of 263 responses were collected and analyzed using partial least squares structural equation modeling (PLS-SEM) to examine the impact of motivational factors on CIEBs.FindingsThe results show that the three dimensions of CIEBs can be predicted by different gratifications (information seeking, entertainment, reward and interaction). In addition, two of the CIEB dimensions, consumption and contribution, were found to have a significant positive influence on consumers' engagement with endorsed brands.Practical implicationsThis study provides insights into how social media influencers (SMIs) could lead to CIEBs by creating entertaining and rewarding content that facilitates social interaction between consumers. SMIs and marketers that encourage consumers to browse, comment and share SMI-created posts will enhance consumer engagement with the endorsed brands, as engagement is driven by the consumption and contribution to SMI-created content.Originality/valueSMI marketing is increasing, and many brands are beginning to rely more on SMIs to promote brands. Yet, there is a dearth of studies that have examined how SMIs play a role in affecting consumers' engagement with endorsed brands. This study contributes to the marketing literature by developing and empirically testing the research model. Results suggest that social interaction, reward and entertainment are key motivational factors that drive CIEBs, which, in turn, foster consumer engagement with endorsed brands.

scholarly journals Unveiling heterogeneous engagement-based loyalty in brand communities

2019 ◽  
Vol 53 (9) ◽  
pp. 1854-1881 ◽  
Author(s):  
Laurence Dessart ◽  
Joaquín Aldás-Manzano ◽  
Cleopatra Veloutsou
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Brand Engagement ◽  
Equation Modelling ◽  
Behavioural Engagement ◽  
Practical Implications

Purpose Although recent research appreciates that consumers increasingly interact with brands in brand communities and that brand engagement is an important and complex phenomenon in brand communities, little is known about the nature of individuals’ brand engagement in brand communities. This study aims to identify brand community members’ segments in terms of their brand engagement within the community; help us understand if these segments use a different approach in the development of brand loyalty; and develop mechanisms that can be used to identify members of these segments. Design/methodology/approach The paper adopts a quantitative approach and uses a total of 970 responses from members of Facebook brand pages in three popular languages on Facebook (English, French and Spanish). Data are analysed with structural equation modelling, integrating FIMIX-PLS and POS-PLS. Findings The results reveal that cognitive, affective and behavioural engagement dimensions play a different role in driving brand loyalty. Three different segments of engaged consumers exist (emotional engagers, thinkers and active engagers). Variables related to the perceived value of the brand community provide initial explanations as to the differences of the consumer groups. Research limitations/implications The data were collected from a specific type of brand communities (Facebook-based, company-managed brand communities) and are self-reported. Practical implications This work demonstrates the heterogeneity of brand community members in terms of their brand engagement profile and the effect of this profile on the formation of behavioural brand loyalty. Suggestions on identifying members of these segments based on the value that they get from the community are offered. Originality/value This work extends the brand engagement and brand community literature. It is the first work that provides this nature of actionable suggestions to the teams supporting brands with brand communities.

From fandom to fad: are millennials really engaged with and loyal to their loved brands on social media?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Teresa Fernandes ◽  
Inês Inverneiro
Keyword(s):  
Social Media ◽  
Identity Formation ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Holistic Model ◽  
Brand Love ◽  
Content Type ◽  
Brand Engagement ◽  
Social Media Platforms ◽  
Use Of Social Media

Purpose Exerting a peculiar fascination on both managers and academics, Millennials can be distinguished from other cohorts by their intense exposure to the internet and heavy use of social media, which, in turn, affect their identity formation, brand engagement, loyalty and purchase behaviour. Yet, uncertainties regarding online engagement and the real benefits brands can reap from Millennials’ avid use of social media remain. Therefore, by developing a holistic model of drivers and outcomes, this study aims to understand how Millennials engage with their most loved, self-expressive brands across social media platforms and its impact on loyalty-related intentions. Design/methodology/approach Data was gathered using a self-administered survey, answered by 343 millennial generation social media users and based on self-selected self-expressive, loved brands. Considering brand loyalty as a key outcome, a holistic model was developed and tested using partial least squares-structural equation modelling, emphasizing not only the role of social media engagement but also including brand love, experience and identification as direct and indirect antecedents. Findings Findings suggest a disconnection between online and offline brand relationships: though Millennials love and are very loyal to their favourite brands, they are not actively engaged in social media, which helps to explain the non-significant effect of engagement on brand loyalty. Moreover, together with brand identification, brand experience was found to play a major role in developing brand love, which, in turn, is positively related to engagement and loyalty. Originality/value Theoretically, this study contributes to bridging a gap in the literature, as research on engagement, its drivers and outcomes is scant and there is no robust evidence about its impact on brand loyalty, particularly among Millennials. Moreover, research on disengaged consumers who exhibit limited willingness to engage is still scant. Managerially, this study provides insights for brand managers wishing to successfully engage and build relationships with Millennials and to identify key routes to Millennials’ loyalty.

scholarly journals Idol attachment and human brand loyalty

2015 ◽  
Vol 49 (7/8) ◽  
pp. 1234-1255 ◽  
Author(s):  
Yu-An Huang ◽  
Chad Lin ◽  
Ian Phau
Keyword(s):  
Brand Loyalty ◽  
Structural Equation ◽  
Affective Commitment ◽  
Positive Impact ◽  
Initial Step ◽  
Future Research ◽  
Peer Norms ◽  
International Context ◽  
Content Type ◽  
The Relationship

Purpose – This paper aims to examine the importance and concept of idol attachment, model its antecedents and moderators and assess its influence on human brand loyalty. Design/methodology/approach – This paper includes two studies. In Study 1, survey questionnaires were distributed by mall intercept to quasi-random samples across Australia and Taiwan for completion and return. The return yielded 1,135 and 736 usable questionnaires, respectively, from which the data were analysed using LISREL structural equation modelling software. In Study 2, an experiment was used to examine whether idol attractiveness is likely to positively moderate the relationship between vanity traits and attachment. Findings – The results suggest that achievement vanity, variety seeking and peer norms have a positive impact on the phenomenon of idol attachment, which in turn positively affects human brand loyalty. Contradicting previous studies, the physical appearance of vanity was not found to be associated with idol attachment. However, the results of the experiment show that idol attractiveness has a positive moderating effect on the relationship between vanity traits and human brand attachment. Research limitations/implications – The findings suggest that idol attachment is more complex than previously understood. The constructs chosen in this research represent an initial step but other variables such as liking, involvement, affective commitment and brand love are not taken into account. Future research models should therefore include such variables. Practical implications – The findings contain many practical lessons for planners of marketing strategy for the music industry in an international context. Originality/value – Two existing theories of psychology are integrated with the concept of idol attachment to explain human brand loyalty in an international context.

Brand equity in social media-based brand community

2019 ◽  
Vol 38 (3) ◽  
pp. 325-339 ◽  
Author(s):  
Hoa Thi Hoang ◽  
Feng Wang ◽  
Quang Van Ngo ◽  
Man Chen
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Structural Equation ◽  
Moderating Effect ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Community Commitment

Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

Investigating brand community engagement and evangelistic tendencies on social media

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Purvendu Sharma ◽  
Ashish Sadh ◽  
Aditya Billore ◽  
Manoj Motiani
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Community ◽  
Content Type ◽  
Mediating Role ◽  
Brand Evangelism

Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.

scholarly journals Gen Y consumers' brand loyalty: a brand romance perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dilan Tharindu Rathnayake
Keyword(s):  
Gender Differences ◽  
Generation Y ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Positive Impact ◽  
Group Analysis ◽  
Survey Method ◽  
Additional Contribution ◽  
Cross Sectional Survey ◽  
Content Type

PurposeAs Generation Y is considered to be a lucrative segment for emerging devices, this study investigates the effect of emotional brand attachment, from the brand romance perspective, on brand loyalty of Generation Y smartphone users. Furthermore, this study examines gender differences in the same relationship.Design/methodology/approachThe study adopted a cross-sectional survey method and data was collected from 300 respondents. Data was analyzed using the structural equation modelling (SEM) approach and multi-group analysis was performed to examine gender differences in the model.FindingsResults revealed that all three aspects of brand romance (pleasure, arousal and dominance) have a positive impact on smartphone brand loyalty. It further denotes that the relationship between brand romance and brand loyalty differs from males to females.Originality/valueThis study makes a significant contribution by examining emotional attachment and brand loyalty of Generation Y consumers, which has been less investigated. Furthermore, both attitudinal and behavioral brand loyalty has been considered in this study, which has largely been overlooked in similar studies. Examining the gender difference in the above relationship is an additional contribution.

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