Antecedents and consequences of participation in brand communities: a literature review

Purpose This paper aims to summarize antecedents and consequences of risk-taking in tournaments and show the development of tournament optimization considering risk-taking. Moreover, further expansion expectations related to antecedents and consequences of risk-taking in tournaments and tournament optimization considering risk-taking are discussed. Design/methodology/approach A comprehensive bibliographic retrieval and further literature review and systematics re-organization are used to build the framework with respect to risk-taking in tournaments. Then, qualitative analysis is used to present conclusions of existing research. Findings By summarizing various antecedents, different consequences and tournament optimizations with regard to risk-taking in tournaments of existing research, the authors present a series of research opportunities regarding risk-taking in tournaments that can propel the advancement of tournament theory. Originality/value The studies on risk-taking in tournament have been recently received wide attention and are growing vigorously. Based on the summary and re-organization, the framework of literature studying risk-taking in tournaments is built. This literature review also helps researchers learn the advance of risk-taking in tournament and provides fruitful direction for future research on this topic.

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A conceptual framework for understanding the antecedents and consequences of social selling: a theoretical perspective and research agenda

Journal of Research in Interactive Marketing ◽

10.1108/jrim-05-2020-0108 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Barbara Barney-McNamara ◽

James Peltier ◽

Pavan Rao Chennamaneni ◽

Keith Eric Niedermeier

Keyword(s):

Literature Review ◽

Conceptual Framework ◽

Information Exchange ◽

Theoretical Perspective ◽

Customer Relationship ◽

Future Research ◽

Content Type ◽

The Social ◽

Research Findings ◽

Antecedents And Consequences

Purpose The purpose of this paper is to provide a detail review of the social selling literature and to offer future research needs. Social selling has gained the attention of sales researchers. Rather than merely a new tool, social selling redefines the traditional sales process. However, the literature is spread across topics of social media and sales, social customer relationship management, salesforce automation and social selling, and does not provide an agreed-upon definition or tested construct for implementation. Design/methodology/approach The paper presents a comprehensive literature review of social selling and all related terminology. Findings The authors propose a social selling framework that includes personal branding, information exchange, networking and social listening to define and outline the construct while suggesting the antecedents and outcomes to guide future research. Findings from a literature review include outlining key theories used in social selling research. Originality/value This review offers a conceptual framework of social selling, including both antecedents and outcomes, to inform future research and guide academics and practitioners.

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Constructive Controversy: A Literature Review Focusing on Context, Antecedents, and Consequences

SSRN Electronic Journal ◽

10.2139/ssrn.1615031 ◽

2010 ◽

Cited By ~ 1

Author(s):

Sarah Seyr ◽

Albert Vollmer

Keyword(s):

Literature Review ◽

Constructive Controversy ◽

Antecedents And Consequences

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Understanding customer brand engagement in user-initiated online brand communities: antecedents and consequences

Journal of Product & Brand Management ◽

10.1108/jpbm-04-2019-2329 ◽

2019 ◽

Vol ahead-of-print (ahead-of-print) ◽

Cited By ~ 2

Author(s):

Jorge Matute ◽

Ramon Palau-Saumell ◽

Nicoletta Occhiocupo

Keyword(s):

Affective Commitment ◽

Brand Management ◽

Cross Sectional ◽

Content Type ◽

Brand Communities ◽

Brand Engagement ◽

Online Brand Communities ◽

Community Identification ◽

Antecedents And Consequences

Purpose The purpose of this study is to provide a better understanding of customer brand engagement (CBE) by proposing and empirically testing a model of antecedents and consequences of CBE for user-initiated online brand communities (OBCs). Design/methodology/approach The model is tested using a sample of 584 participants in two relevant OBCs created and managed by brand fans. Specifically, data were collected from two communities in the photography products category: Nikonistas and Canonistas. Findings The results indicate that community and brand identification positively and significantly influence CBE. Furthermore, the supporting role of OBCs’ moderators facilitates CBE and moderates the influence of community identification on CBE. Regarding the outcomes of CBE, the results show that higher levels of engagement are positively, directly and significantly associated with favorable intentions towards the brand and the community. These effects are then mediated by brand affective commitment. Research limitations/implications The study has been conducted in two Spanish OBCs of two specific high-involvement products category: it is cross-sectional and focuses on a limited number of antecedents and consequences. Practical implications Evidence from this research supports and emphasizes the potential that these platforms have for brand management such that firms’ resources could be best allocated on those elements that lead to superior CBE. Originality/value The study endorses the role of CBE in fostering brand and community-related favorable outcomes in the context of user-initiated OBCs. It shed lights on the potential that these online platforms have for brands and on the role that brand management should play in digital contexts that are outside the direct control of the company.

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