Brand community integration and satisfaction with social media sites: a comparative study

2017 ◽  
Vol 11 (1) ◽  
pp. 39-55 ◽  
Author(s):  
Melissa Clark ◽  
Hulda G. Black ◽  
Kimberly Judson
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Community Integration ◽  
Equation Modeling ◽  
Community Settings ◽  
Brand Community ◽  
Content Type ◽  
Brand Communities ◽  
Positive Results

Purpose This paper aims to address two primary research questions: Why does a consumer integrate into a brand community and how does that impact overall satisfaction with the brand? Which of the main social media sites (Facebook, Twitter, LinkedIn and Pinterest) is more/less appropriate for cultivating a brand community? Design/methodology/approach Data were collected via an online survey of college students at two universities. The data were analyzed using structural equation modeling with AMOS software. Findings Results suggest that brand community does lead to satisfaction with a social media brand. Consumers are more likely to integrate into a brand community if they view the site as personally relevant. Relevancy is affected by the frequency with which the consumer visits the site. The analysis also indicates that there are interesting differences among the different sites. Research limitations/implications This study has some limitations due to the demographics of the respondents and the finite listing of sites. Practical implications Social media marketers looking to build brand community and increase satisfaction will be able to use the results of this study to make informed decisions regarding these efforts. Social implications Society could benefit from this study if marketers use the findings to engage consumers in brand communities through social media. Brand communities help participants to feel more engaged and connected to others. It is well known that people thrive in community settings and this togetherness, as opposed to isolation, will be good for the participants and society in general. Originality/value The understanding of why a consumer would integrate into a brand community is valuable information because it is generally known and accepted that there are positive results for the brand, but this study takes it a step further and looks at the specific social media sites to give guidance to marketing practitioners as to which ones are best for brand community building.

Social media overload, gender differences and knowledge withholding

Kybernetes ◽  
2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dongming Wu ◽  
Junjun Zheng
Keyword(s):  
Gender Differences ◽  
Social Media ◽  
Emotional Exhaustion ◽  
Structural Equation ◽  
Online Survey ◽  
Role Theory ◽  
Group Analysis ◽  
Equation Modeling ◽  
Content Type ◽  
The Impact

PurposeDrawing on the stress and coping theory, conservation of resources (COR) theory and social role theory, this study aims to investigate the impact of social media overload on knowledge withholding behavior and examine the gender differences in social media overload, engendering knowledge withholding.Design/methodology/approachBy hiring a professional online survey company, this study collected valid responses from 325 general social media users. The structural equation modeling (SEM) technique, bootstrapping method and multi-group analysis were used to test the proposed theoretical model.FindingsThe empirical results reveal that three types of social media overload positively affect users' knowledge withholding behavior and that emotional exhaustion significantly mediates the above relationships. The multi-group analysis demonstrates that gender differences do exist in the decision-making process of knowledge withholding; for example, females are more likely than males to become emotionally exhausted from social media overload, while males are more likely than females to engage in knowledge withholding behavior in the case of emotional exhaustion.Originality/valueThis study contributes to the existing body of knowledge by examining the relationship between social media overload and knowledge withholding, verifying the mediating role of emotional exhaustion as the key mechanism linking them, and narrowing the research gap of lacking gender differences research in knowledge withholding literature.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Junyun Liao ◽  
Xuebing Dong ◽  
Ziwei Luo ◽  
Rui Guo
Keyword(s):  
Community Engagement ◽  
Structural Equation ◽  
Online Survey ◽  
Identity Theory ◽  
Theoretical Framework ◽  
Brand Identity ◽  
Equation Modeling ◽  
Brand Community ◽  
Brand Identification ◽  
Content Type

Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty. Design/methodology/approach Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical implications Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity. Originality/value This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

Fundraising campaigns via social media platforms for mitigating the impacts of the COVID-19 epidemic

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Saeed Awadh Bin-Nashwan ◽  
Meshari Al-Daihani
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Mediating Effect ◽  
Internet Technology ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Platforms ◽  
Intrinsic And Extrinsic Motivations ◽  
Online Donations

Purpose The rapid outbreak of coronavirus 2019 (COVID-19) has triggered unprecedented restrictions on not only human movement but also a wide sphere of economic activities, disrupting livelihood, welfare and business worldwide. In response, some Muslim communities have launched fundraising campaigns to mitigate the socio-economic impacts of the virus on the front-liners and the most affected segments of vulnerable populations. The purpose of this study is to explore the intrinsic and extrinsic motivations of donors to these campaigns who contribute via social media platforms (SMPs). Design/methodology/approach This study adopts a cross-sectional research design using an online survey conducted in a typical Muslim community such as Kuwait. A total of 565 samples of data (356 women, 209 men) were used for analysis. Partial least squares-structural equation modeling was used to estimate the research model and extract meaningful conclusions. Findings The results show that charitable projects, internet technology features, SMP features and religiosity are significant motivations that influence attitudes toward online donations related to COVID-19 response. All these relationships are indirectly related to intentions to donate via SMP through a significant mediating effect of attitude. Practical implications The outcome of this study could support the efforts of governments, non-profit organizations and communities to focus attention on suitable proactive strategies to boost online fundraising campaigns for those affected by epidemic diseases. Originality/value This study enriches the literature by integrating both intrinsic and extrinsic motivations of online donations into a new and unique related context such as SMP, especially amid the COVID-19 crisis.

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.

The dynamic stimulus of social media marketing on purchase intention of Indonesian airline products and services

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Massoud Moslehpour ◽  
Alaleh Dadvari ◽  
Wahyudi Nugroho ◽  
Ben-Roy Do
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Social Media Marketing ◽  
Equation Modeling ◽  
Content Type ◽  
Research Findings ◽  
The Relationship

PurposeThe present paper aims to explore the antecedents and consequences of social media marketing (SMM) subsets on consumers’ purchase intentions of Indonesian airline products and services. We propose a research framework to empirically test the influence and interaction of factors, including entertainment (ENT), and interaction (INT) through the effect of trust (TR), and perceived value (PV) as mediators on purchase intention (PI).Design/methodology/approachThe study employs an online survey to collect data. We collect 301 qualified questionnaires and employ structural equation modeling (SEM) to test the proposed model. The research findings enrich our understanding of the mediating role of TR and PV. Trust and perceived value significantly mediate the relationship between SMM factors and PI during initial stages of decision-making toward purchasing airline products and services.FindingsResearch findings provide support for most hypotheses regarding the significant influence of the variables proposed in the model. Furthermore, trust mediates the relationship between two of the SMM factors (INT and ENT) and purchase intention. Notably, perceived value mediates the link between entertainment and purchase intention.Originality/valueThis study successfully offers a model to examine the influence of social media marketing on Indonesian consumers’ purchasing intentions of airline products and services. Social media marketing components progressively impact the fundamentals of purchase intention, creating a new marketing communication style. These changes generate new opportunities and challenges for companies. This study provides a better understanding of how social media factors influence Indonesian consumers’ initial decision to purchase airline products and services.

Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Matti Haverila ◽  
Caitlin McLaughlin ◽  
Kai C. Haverila ◽  
Mehak Arora
Keyword(s):  
Least Squares ◽  
Partial Least Squares ◽  
Structural Equation ◽  
Opportunity To Learn ◽  
Equation Modeling ◽  
Brand Community ◽  
Community Members ◽  
Cross Sectional Survey ◽  
Content Type ◽  
Brand Communities

Purpose Brand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people with a demonstrated interest in the brand. Literature has explored the difference between lurkers and posters within these brand communities. However, there are other ways to segment members, just as there are many ways to segment customers of products and services – and this paper aims to be a step toward going beyond simple lurking vs posting behavior as a means of differentiating community members. As such, the purpose of this paper is to segment brand communities based on not only their participation behavior but also their identification with the brand community, loyalty and benefits gained from membership. Design/methodology/approach This study used a cross-sectional survey of members of various brand communities in North America. Partial least squares structural equation modeling together with finite mixture partial least squares and prediction-oriented segmentation was used to discover the distinct segments of brand community members. Findings The findings indicate that there are two distinct segments that behave differently regarding their behavior, attitudes and motives. Segment one has a stronger relationship between identification and other outcomes and is also more motivated by social enhancement than segment two. Thus, it is clear that brand community members can be segmented and served based on more than their posting behavior. Originality/value The members of brand communities have often been thought of as homogeneous. This paper is unique in identifying heterogeneity among the members of the brand community and demonstrates the need for brand community managers to identify these differences and manage the brand community accordingly.

An evaluation of social media advertising for Muslim millennial parents

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dessy Kurnia Sari ◽  
Suziana Suziana ◽  
Donard Games
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Online Survey ◽  
Perceived Value ◽  
Brand Awareness ◽  
Equation Modeling ◽  
Content Type ◽  
Social Media Advertising ◽  
The Impact

Purpose This paper aims to investigate the effects of informativeness, entertainment and credibility of social media on the perceived value of advertising for Muslim millennial parents. It evaluates the impact of these variables on brand awareness and purchase intention. Design/methodology/approach This study uses a mixed-method analysis with two stages. In the first stage, information from social media was collected. The second stage involved an online survey of 210 Muslim millennial parents. Structural equation modeling-partial least squares was used to test the study’s prediction. Findings The results showed that informativeness, entertainment and credibility of the message significantly influence Muslim millennial parents’ perceived value of social media advertising. These aspects also have a significant effect on brand awareness and purchase intention. The parents appreciate entertainment most, followed by the informativeness and credibility of the message. Practical implications This study offers new insights on Muslim millennial parents as a new segment in the market. Social media advertising is the most appropriate strategy for approaching this segment, and therefore, should be given much attention by marketers. The message created needs to be informative, entertaining and credible. It should consider culture, Islamic values and tradition. Originality/value The study contributes to the evaluation of a new trend for Muslim millennials as young parents. The tendency to spend more time using social media as the primary source of information is evaluated. Additionally, this study gives marketers a better understanding of Muslim millennial parents, especially in a collective society.

scholarly journals Travel content creation

2014 ◽  
Vol 5 (3) ◽  
pp. 245-260 ◽  
Author(s):  
Henrique Ribeiro ◽  
Suzanne Fonseca Amaro ◽  
Cláudia Seabra ◽  
José Luís Abrantes
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Theoretical Perspective ◽  
Personal Characteristics ◽  
Equation Modeling ◽  
Convenience Sample ◽  
Content Type ◽  
Content Creation ◽  
Use Of Social Media

Purpose – The purpose of this study is to examine factors that affect the likelihood to create travel content online. Research has shown that there are far more people consuming social media than generating it. However, online travel marketers need to pay attention to travelers that share their experiences online, as they have the potential to drive sales. Design/methodology/approach – An online survey was conducted to collect data for this study, by sending e-mail invitations to colleagues, students, personal contacts and other email contacts composed of Portuguese Internet users. A total of 244 complete responses were considered valid to test the hypotheses through partial least squares structural equation modeling. Findings – The results reveal that travelers’ level of involvement with tourism products, innovativeness and use of social media directly influences writing reviews about travel experiences online. Research limitations/implications – First, the data used in this study were based on a convenience sample containing only the Portuguese population. Therefore, generalization of the results should be made with caution. The replication of this study in other countries would be desirable. Second, the study used a quantitative approach to examine the effect of personal characteristics on travel content creation. A research using also a qualitative approach could shed new light on the understanding of the research hypotheses. Practical implications – This study provides useful insights for travel social media websites and travel-related organizations, as they can adapt their marketing strategies to the type of travelers that are more likely to write about the travel services that they offer online. Originality/value – From a theoretical perspective, there are few studies that focus on the personal characteristics of travelers that create content online. The intention of this study is to help close this gap, providing useful insights with respect to this matter.

scholarly journals Millennial social media users' intention to travel: the moderating role of social media influencer following behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joyce Han ◽  
Han Chen
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Source Credibility ◽  
Positive Influence ◽  
Credibility Theory ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeSocial media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates the moderating role of SoMe influencer following behavior on the aforementioned relationships.Design/methodology/approachA total of 212 useable responses were collected through an online survey. Structural equation modeling and hierarchical multiple regressions were employed for hypotheses testing.FindingsResults indicated that source credibility had a significantly positive influence on the SoMe users' attitudes, which in turn was positively associated with the intention to visit the endorsed destination. Moreover, both relationships were strengthened for SoMe influencer followers than for nonfollowers.Originality/valueThe study expanded the source credibility theory to the use of SoMe influencer marketing on travel destinations among Millennial SoMe users. In addition, the research applied the self-determination theory to fill the gap in literature by examining the moderating role of SoMe influencer following behavior.

How social media usage influences B2B customer loyalty: roles of trust and purchase risk

2019 ◽  
Vol 34 (7) ◽  
pp. 1420-1433 ◽  
Author(s):  
Chu-Bing Zhang ◽  
Yi-Na Li
Keyword(s):  
Social Media ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Online Survey ◽  
Equation Modeling ◽  
Mediation Effects ◽  
Content Type ◽  
Media Usage ◽  
Trust Beliefs ◽  
Trusting Beliefs

Purpose In the digital era, business-to-business (B2B) salespersons are encouraged to communicate with buyers on social media platforms and shape customer loyalty. However, the effect of social media usage and its mechanism remain unexplored. The purpose of this paper is to investigate how salespersons’ social media usage influences B2B buyers’ trust beliefs and purchase risk, and therefore, customer loyalty. Design/methodology/approach The authors conduct an online-survey, use partial least squares structural equation modeling to analyze the data, and adopt SPSS PROCESS macro 2.13 to test mediation effects. Findings Salespersons’ social media usage can enhance buyers’ trust beliefs on salespersons’ ability, integrity and benevolence, but only the latter two can improve customer loyalty. Social media usage does not directly affect purchase risk, and only benevolence can reduce purchase risk. Serial mediation models reveal that the effect of social media usage on customer loyalty is mediated by buyers’ trust beliefs on salespersons’ integrity/benevolence and purchase risk. Originality/value First, the authors confirm the effect of social media usage on customer loyalty in B2B context and refute the fallacy of social media uselessness in B2B practices. Second, the research shows that buyers’ trusting beliefs on salesperson’s ability and integrity do not significantly influence perceived risk. The finding is different from the stereotypical judgment in B2C scenarios. Third, the authors distinguish differently weighted influences of buyers’ trusting beliefs on salesperson’s ability, integrity and benevolence, and highlight the role of salespersons’ altruism attributes in shaping customer loyalty.

Sign in / Sign up

Export Citation Format

Share Document