Trust transfer in social media brand communities: The role of consumer engagement

2018 ◽  
Vol 41 ◽  
pp. 1-13 ◽  
Author(s):  
Linlin Liu ◽  
Matthew K.O. Lee ◽  
Renjing Liu ◽  
Jiawen Chen
Keyword(s):  
Social Media ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Trust Transfer

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

scholarly journals No One Is Leaving This Time: Social Media Fashion Brand Communities

2021 ◽  
Vol 13 (23) ◽  
pp. 12957
Author(s):  
Albert Chukwunonso Diachi ◽  
Ayşe Tansu ◽  
Oseyenbhin Sunday Osemeahon
Keyword(s):  
Social Media ◽  
Peer Influence ◽  
Positive Impact ◽  
Consumer Engagement ◽  
Self Disclosure ◽  
Brand Communities ◽  
Digital Era ◽  
Fashion Brand ◽  
The Relationship

In an attempt to enrich existing literature on online fashion brand communities in the digital era, this research aimed at exploring the relationship between peer influence and self-disclosure on sustaining consumer engagement in generating loyalty to social media fashion brand communities (SMFBCs). The survey included a sample of 365 members who follow local Nigerian SMFBCs and was analyzed using SmartPLS v3.2.9. Findings from the study show that peer influence and self-disclosure have a positive impact on sustaining consumer engagement in social media fashion brand communities. Furthermore, the findings show that self-disclosure mediated the relationship between peer influence and sustaining consumer engagement. Finally, consumer engagement fosters loyalty to social media brand communities.

Consumer engagement in social media brand communities: A literature review

2022 ◽  
Vol 63 ◽  
pp. 102457
Author(s):  
Zélia Raposo Santos ◽  
Christy Cheung ◽  
Pedro Simões Coelho ◽  
Paulo Rita
Keyword(s):  
Social Media ◽  
Literature Review ◽  
Consumer Engagement ◽  
Brand Communities

The Role of Social Capital in Shaping Consumer Engagement within Online Brand Communities

2018 ◽  
pp. 491-504 ◽  
Author(s):  
Jana Lay-Hwa Bowden ◽  
Jodie Conduit ◽  
Linda D. Hollebeek ◽  
Vilma Luoma-aho ◽  
Birgit Andrine Apenes Solem
Keyword(s):  
Social Capital ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities

scholarly journals Nostalgia in online brand communities

2016 ◽  
Vol 37 (3) ◽  
pp. 22-29 ◽  
Author(s):  
Clara Koetz ◽  
John Daniel Tankersley
Keyword(s):  
Social Media ◽  
Community Identity ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Symbolic Meanings ◽  
On Line ◽  
Media Platform ◽  
Collective Dimension

Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group. Design/methodology/approach The authors conducted a netnographic study to examine the case of Caloi 10 on Facebook. The data collection was carried out by following interactions among members of this community for seven months. Besides this, field observations and interviews were also considered in the analysis. Findings Four categories emerged from the analysis: Identity and nostalgia, the subculture’s ethos, consumption habits and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand. Practical implications On-line brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups. Originality/value Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in on-line brand communities.

Consumer engagement with eWOM on social media: the role of social capital

2018 ◽  
Vol 42 (4) ◽  
pp. 482-505 ◽  
Author(s):  
Yaniv Gvili ◽  
Shalom Levy
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Conceptual Framework ◽  
Second Order ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
Order Construct ◽  
Channel Type

Purpose The nature of digital media channels are important factors in explaining consumers’ behavior over the Web, and specifically on social network sites (SNS). The purpose of this paper is to propose a conceptual framework explaining consumer engagement with electronic word of mouth (eWOM) communication via SNS, based on key attributes of this media channel. Design/methodology/approach Based on the expectancy value theory (EVT), a conceptual framework is proposed to model the effect of eWOM channel attributes on eWOM engagement process. Consumer eWOM engagement is conceptualized as a second-order construct. A structural equation modeling procedure was employed to empirically test the model using data collected from two social media communication channels. Findings First, results suggest that engagement with eWOM can be conceptualized as a second-order construct based on user tendency to receive or share eWOM with other network members. Second, the path analysis model supports the employment of EVT and shows that two key attributes of eWOM channels, social capital and credibility, significantly affect consumer attitude toward eWOM via SNS. Attitude toward eWOM, in turn, affects eWOM engagement. Third, SNS channel type moderates the effect on attitude. Practical implications Marketing communication practitioners should note that the strength of social ties plays a key role in spreading eWOM on SNS effectively. This insight should be employed a part of social media marketing strategy. Originality/value This is first research that models the effect of social media attributes on eWOM engagement and demonstrates the moderating role of channel type. The model is highly valuable in light of the importance of the concept of engagement in internet research.

scholarly journals Effect of brand communities on consumer engagement and trust

2020 ◽  
Vol 9 (4) ◽  
pp. 244-252
Author(s):  
Jeanine Niyonkomezi ◽  
Juniter Kwamboka
Keyword(s):  
Social Media ◽  
Consumer Product ◽  
Brand Trust ◽  
Consumer Engagement ◽  
Social Media Platform ◽  
Brand Communities ◽  
Brand Engagement ◽  
Media Platform ◽  
The Creation ◽  
Brand Promotion

The use of Facebook as a social media platform has been cited to revolutionize the performance of different brand and firms globally.  The performance of the products and brands has been attributed to the creation of Facebook media brand communities, whose level of engagement influences consumer product outcomes. This study attempted to establish to what extend Facebook social media brand communities and brand engagement on brand trust. The study established that the three attributes of Facebook brand communities positively influenced consumer brand engagement (shared consciousness (β=1.52, p=0.001), shared rituals (β=1.44, p=0.001), obligations to society (β=2.11, p=0.001). The study further established that social media brand engagement positively influenced brand trust. The study recommends that firms should effectively increase their product and brand promotion and engagement through Facebook.

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