Effect of social support on customer satisfaction and citizenship behavior in online brand communities: The moderating role of support source

Purpose This study aims to examine how brand gender (masculine/feminine brand personality [FBP] traits) stimulates brand engagement (cognitive processing, affection and activation) inside online brand communities (OBCs). The authors also explore the mediation of this effect through brand identification and brand personality appeal (BPA). The moderating role of consumers’ biological sex is also investigated. Design/methodology/approach The theoretical model has been tested with the data collected from OBC members through the structural equation modelling technique. Bootstrapping is used for mediation analysis and multiple group analysis for testing the moderating effects. Findings Results show that masculine brand personality (MBP) influences brand engagement directly, as well as through brand identification and BPA. However, FBP elicits brand engagement only through the mediation of brand identification and BPA. Consumers’ biological sex moderates the effect of FBP on brand engagement, but no moderation was traced for the effect of MBP on brand engagement. Research limitations/implications The context of the research poses a limitation on the broader replication of study findings. Other limitations include the absence of community-based variables and the focused use of gender centric brands in this study. This research will help researchers to understand the nuances in the underlying relationship between brand gender and brand engagement inside OBCs. Practical implications The managers can emphasize MBP but should not downplay the importance of FBP inside OBCs. To achieve brand engagement, the marketers should curate FBP in a way to affecting consumers’ brand identification and brand appeal. To achieve consumer brand engagement, MBP can be targeted at both male and female consumers, whereas FBP holds more importance among female consumers. Therefore, classifying members as per their biological sex is recommended for better brand engagement from brand gender inside OBCs. Originality/value This study explores finer mechanisms in the relationship between brand gender and brand engagement inside OBCs by charting out the powerful mediating role played by brand identification and BPA. The moderating role of consumers’ biological sex is an important dimension to these relationships, not explored hitherto.

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The moderating role of perceived company effort in mitigating customer misconduct within Online Brand Communities (OBC)

Journal of Marketing Communications ◽

10.1080/13527266.2021.1931942 ◽

2021 ◽

pp. 1-24

Author(s):

Nadia Sweiss ◽

Zaid Mohammad Obeidat ◽

Rami Mohammad Al-Dweeri ◽

Alaeddin Mohammad Khalaf Ahmad ◽

Ahmad M. Obeidat ◽

...

Keyword(s):

Brand Communities ◽

Online Brand Communities ◽

Moderating Role

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Testing the Strain Theory of Suicide – The Moderating Role of Social Support

Crisis ◽

10.1027/0227-5910/a000604 ◽

2020 ◽

Vol 41 (2) ◽

pp. 82-88 ◽

Cited By ~ 1

Author(s):

Bob Lew ◽

Ksenia Chistopolskaya ◽

Yanzheng Liu ◽

Mansor Abu Talib ◽

Olga Mitina ◽

...

Keyword(s):

Social Support ◽

Suicidal Behavior ◽

Online Survey ◽

Perceived Social Support ◽

Strain Theory ◽

Cross Sectional Survey ◽

Cross Sectional ◽

Psychological Strains ◽

Moderating Role

Abstract. Background: According to the strain theory of suicide, strains, resulting from conﬂicting and competing pressures in an individual's life, are hypothesized to precede suicide. But social support is an important factor that can mitigate strains and lessen their input in suicidal behavior. Aims: This study was designed to assess the moderating role of social support in the relation between strain and suicidality. Methods: A sample of 1,051 employees were recruited in Beijing, the capital of China, through an online survey. Moderation analysis was performed using SPSS PROCESS Macro. Social support was measured with the Multidimensional Scale of Perceived Social Support, and strains were assessed with the Psychological Strains Scale. Results: Psychological strains are a good predictor of suicidality, and social support, a basic need for each human being, moderates and decreases the effects of psychological strains on suicidality. Limitations: The cross-sectional survey limited the extent to which conclusions about causal relationships can be drawn. Furthermore, the results may not be generalized to the whole of China because of its diversity. Conclusion: Social support has a tendency to mitigate the effects of psychological strains on suicidality.

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