On the relationship between online brand community and brand preference in political market

2020 ◽  
Author(s):  
Saikat Banerjee
Keyword(s):  
Brand Preference ◽  
Brand Community ◽  
Political Market ◽  
Online Brand Community ◽  
The Relationship

scholarly journals Consumer Engagement in Online Brand Communities: Community Values, Brand Symbolism and Social Strategies

10.28945/4536 ◽  
2020 ◽  
Vol 15 ◽  
pp. 065-090
Author(s):  
Haili Pan
Keyword(s):  
Data Collection ◽  
Community Engagement ◽  
Social Value ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Symbolic Value ◽  
The Relationship

Aim/Purpose: This study examines the kind of community value companies should provide when strengthening the relationship between customers and brands through the establishment of an online brand community, and how this kind of community value promotes customers’ sense of community engagement and willingness to spread brand reputation. The paper also discusses how an enterprise’s brand symbolism affects the relationship between community value and customers’ engagement in online brand community. This study explored the important role of brand symbolism in the establishment of an online brand community. Background: Many companies want to create online brand communities to strengthen their relationships with consumers as well as to provide better service and value to consumers, for example, Huawei’s Huafen community (club.huawei.com), Apple’s support community (support.apple.com/zh-cn), and Samsung’s Galaxy community (samsungmembers.cn). However, these brand communities may have different interests and consumer engagement about the kind of community value to offer to their customers. Methodology: This study uses data collection from questionnaire surveys to design a quantitative research method. An online questionnaire survey of mobile phone users in China was conducted to collect data on social value, cognitive value, brand symbolism, customer community engagement, and brand recommendation. The brands of mobile phone include Apple, Huawei, Samsung, OPPO, VIVO, MI, and Meizu. The researcher purchased a sample service of WJX, an online survey company (www.wjx.cn), and WJX company distributed the questionnaire to research participants. The WJX company randomly selected 240 subjects from their sample database and then sent the questionnaire link to research participants’ mobile phones. Among the 240 research participants, the researcher excluded participants who lacked online brand community experience or had invalid data to qualify for data collection. After the researcher excluded participants who did not qualify for data collection, only 203 qualified questionnaire surveys advanced to the data collection and analysis phase, which was the questionnaire recovery rate of 84.58%. For the model analysis and hypotheses testing, the researcher used statistical software IBM SPSS Statistics and AMOS 21 and Smartpls3. Contribution: This study deepens the body of literature knowledge by combining online brand community value and brand symbolic value to explore issues that companies should consider when establishing an online brand community for their products and services. This study confirms that brands with high symbolic value establish communities and strengthen social values in the online brand community rather than reducing brand symbolism. Online brand community involves a horizontal interaction (peer interaction) among peers, which can have an effect on the symbolic value of brand (social distance). Findings: First, online brand community value (both cognitive and social value) has a positive impact on customer community engagement. Second, customer community engagement has a positive impact on customers’ brand recommend intention. Third, the customer community engagement is a mediator between the online brand community value and the customer brand recommend intention. Most importantly, fourth, the symbolic value of the brand controls the relationship between community value and customer community engagement. For brands with high symbolic value, the community value should emphasize cognitive value rather than social value. For brands with a low symbolic value, the community provides cognitive or social value, which is not affected by the symbolism of the brand. Recommendations for Practitioners: Practitioners can share best practices with the corporate sectors. Brand owners can work with researchers to explore the characteristics of their online brand communities. On this basis, brand owners and researchers can jointly build and manage online brand communities. Recommendation for Researchers: Researchers can explore different perspectives and factors of brand symbolism that involve brand owners when establishing an online brand community to advance consumer engagement, community value, and brand symbolism. Impact on Society: Online brand community is relevant for brand owners to establish brand symbolism, community value, and customer engagement. Readers of this paper can gain an understanding that cognitive and social values are two important drivers of individual participation in online brand communities. The discussion of these two factors can give readers and brand owners the perception to gain more understanding on social and behavior activities in online brand communities. Future Research: Practitioners and researchers could follow-up in the future with a study to provide more understanding and updated research information from different perspectives of research samples and hypotheses on online brand community.

scholarly journals The Links Between Social Motivational Engagements, Brand Community Commitment and Repurchase Intention Across Online Brand Communities

2019 ◽  
Vol 7 (2) ◽  
pp. 7-24
Author(s):  
Ramūnas Časas ◽  
Tomas Palaima ◽  
Lasha Mironidze
Keyword(s):  
Online Community ◽  
Repurchase Intention ◽  
Brand Community ◽  
Repurchase Intentions ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Social Motivations ◽  
The Relationship ◽  
Community Commitment

The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self-expression, connecting, helping, like-minded discussions, seeking assistance, and validation) on repurchase intention. The type of online brand community does not moderate any relationships between social motivational engagements and brand community commitment as expected. However, the current study demonstrates that the moderator affects the link between brand community commitment and repurchase intention indicating moderated mediation. In other words, the relationship between the two constructs becomes stronger in the marketer-generated online brand community. Consequently, the type of online brand community affects the links between the six social motivations and repurchase intention. Specifically, the effects of the six motivations on repurchase intention become stronger in the marketer-generated online community.

scholarly journals The Roles of Community Engagement and Brand Community Types in Building Brand Trust on Social Media Based Brand Communities

2020 ◽  
Vol 4 (1) ◽  
pp. 21-36
Author(s):  
Kurniadi Prastowo
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Structural Equation ◽  
Customer Relationships ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Community ◽  
Online Brand Community ◽  
Community Types ◽  
The Relationship

This study aims to understand the influence of the four elements of the relationship or customer- centric model in the online brand community (relationship between customer-product, customer-brand, customer-company, and customer-other customers) on brand trust in the realm of social media, by measuring moderation effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community: consumer-initiated and company-initiated brand community. In general, the measurement is done by using structural equation modeling method. The results obtained from the analysis of this study are from the four elements of existing relationships in the online brand community (customer relationships with product, brand, company, and other customers), only customer-brand relationships that significantly affects brand trust. The results are different from previous studies, so it is interesting to investigate further. Furthermore, this research also found moderation effect of community engagement and community types in the relationship between online brand community and brand trust.

scholarly journals Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Korea

2021 ◽  
Vol 13 (11) ◽  
pp. 6113
Author(s):  
Hyeon-Cheol Kim ◽  
Sumi Kim ◽  
Zong-Yi Zhu
Keyword(s):  
Information Sharing ◽  
Language Proficiency ◽  
Information Diffusion ◽  
Chinese Students ◽  
Brand Community ◽  
Attention Focus ◽  
Online Brand Community ◽  
Perceived Enjoyment ◽  
The Relationship ◽  
Sharing Behavior

Building upon studies on the information diffusion theory of a viral marketing survey, this study aims to understand the effect of young Chinese students’ online information sharing behavior on online brand community and determine the relationship among telepresence, flow-attention focus, flow-perceived enjoyment and electronic word-of-mouth depending on the level of the foreign students’ Korean language proficiency. Here, 178 valid data are obtained from an online survey of social networking service users who live in Korea and are experienced in using online movie brand communities. SmartPLS 2.0 is utilized to determine the relationship between variates. Statistical analysis shows that telepresence is applicable to the Chinese students’ online perceived enjoyment and attention focus, which both positively affect trust and movie information sharing behavior. Language proficiency has a significant moderation effect on the model. This study offers insights toward attaining a better understanding of online communication behaviors and establishing marketing strategies that are extendable to young Chinese students staying in Korea. This finding helps movie distributors to develop effective foreigner-inclined information diffusion strategies. This study contributes to the impact factor on consumer information sharing behavior and adds language proficiency as a moderator to determine consumer behavior.

PENGARUH PRAKTIK SOCIAL NETWORKING, KEPERCAYAAN MEREK DAN LOYALITAS MEREK PADA KOMUNITAS MEREK ONLINE

2019 ◽  
Vol 4 (3) ◽  
pp. 401-416
Author(s):  
Ali Imaduddin Futuwwah ◽  
Dien Mardhiyah
Keyword(s):  
Social Networking ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Trust ◽  
Brand Community ◽  
Online Brand Community ◽  
Community Data ◽  
The Relationship

The devolepment of internet made the brand community move to online activities by using a social media chat group platform. This study aims to examine the relationship between social networking and brand trust on brand loyalty in online brand community. Data were collected through a questionnaire of 150 respondents. Through SEM analysis (PLS), the results show that social networking has a positive effect on brand trust and trust mediates the relationship between social networking and brand. This finding implies that brand community must pay attention to social networking activities that can increase brand trust and brand loyalty. Companies and communities need to think about how to develop strong relationships and bonds between members so that members feel the value of the brand and build strong commitment with the brand Key words: Online-based brand community, social networking, brand trust, brand loyalty, partial least square

Research on Motivations of Consumer Engagement in Online Brand Community

2013 ◽  
Vol 321-324 ◽  
pp. 3017-3021 ◽  
Author(s):  
Da Hai Li
Keyword(s):  
Achievement Motivation ◽  
Driving Forces ◽  
Community Research ◽  
Community Management ◽  
Brand Community ◽  
Consumer Engagement ◽  
The Status ◽  
Online Brand Community ◽  
The Relationship ◽  
Social Intercourse

Drawing on the status of brand community research and the needs of enterprise practice, this paper explored the relationship between the motivation and the behavior of consumer engagement in online brand community from the consumer's perspective and concluded the driving forces of consumer engagement are social intercourse, information, entertainment, and benefit and achievement motivation. With factor analysis, motivation of consumers’ engagement in online brand community was studied to resolve the connotation underlying the brand community, which provides further reference for the company to select consumer-oriented strategy proposals on online brand community management.

Mere Virtual Presence with Product Experience Affects Brand Attitude and Purchase Intention

2016 ◽  
Vol 44 (3) ◽  
pp. 431-444 ◽  
Author(s):  
Ching-Jui Keng ◽  
Wen-Hua Chang ◽  
Chin-Hua Chen ◽  
Ya-Yi Chang
Keyword(s):  
Purchase Intention ◽  
Brand Attitude ◽  
Brand Community ◽  
Product Experience ◽  
Self Construal ◽  
Online Brand Community ◽  
Virtual Presence ◽  
Group 2 ◽  
The Relationship ◽  
Different Levels

We investigated whether or not different contexts (mere virtual presence and mere virtual presence with product experience) led to different brand attitude and purchase intention. Participants were 193 users of an online brand community, and we employed a 2 (selfconstrual) × 2 (type of group) × 2 ( mere virtual presence and mere virtual presence with product experience) factorial experimental design. The results partly supported our predictions that in the context of mere virtual presence with product experience, consumers gained a more favorable brand attitude (nonsignificant) and stronger purchase intention (significant). In addition, self-construal and type of group moderated the relationship between brand attitude and purchase intention of mere virtual presence with product experience, which supports our hypotheses. Thus the 2 contexts of brand community satisfy consumers' different levels of demand in regard to fan traits and others' experience in using a product.

Community experience promotes customer voice: co-creation value perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bingcheng Yang ◽  
Hongyan Yu ◽  
Yu Yu ◽  
Miaoling Liu
Keyword(s):  
Community Engagement ◽  
Positive Relationship ◽  
Mediation Effect ◽  
Service Improvement ◽  
Brand Community ◽  
Voice Behavior ◽  
Content Type ◽  
Online Brand Community ◽  
The Relationship ◽  
Community Commitment

PurposeBased on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.Design/methodology/approachThe survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.FindingsThe results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.Research limitations/implicationsOn the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.Practical implicationsThis paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.Originality/valueFirst, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.

Online Brand Community Social Capital Scale

2019 ◽  
Author(s):  
Stephanie Meek ◽  
Maria Ryan ◽  
Claire Lambert ◽  
Madeleine Ogilvie
Keyword(s):  
Social Capital ◽  
Brand Community ◽  
Online Brand Community

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

2017 ◽  
Vol 26 (4) ◽  
pp. 375-385 ◽  
Author(s):  
Tuğba Özbölük ◽  
Yunus Dursun
Keyword(s):  
Design Methodology ◽  
Participant Observation ◽  
Opinion Leader ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Different Types ◽  
Online Brand Community

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

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