scholarly journals Customer Nontransactional Value Cocreation in an Online Hotel Brand Community: Driving Motivation, Engagement Behavior, and Value Beneficiary

2021 ◽  
pp. 004728752110247
Author(s):  
Hakseung Shin ◽  
Richard R. Perdue
Keyword(s):  
Conceptual Framework ◽  
Survey Data ◽  
Customer Engagement ◽  
Brand Community ◽  
Brand Communities ◽  
Qualitative Survey ◽  
Online Engagement ◽  
Engagement Behavior ◽  
Value Cocreation ◽  
Different Levels

To better understand engagement behaviors in online hospitality brand communities, the purpose of this research was to understand hotel customers’ online engagement behaviors, associated cocreated nontransactional values, and the underlying drivers. Netnography analysis and qualitative surveys along with multiorder categorization analysis were used. The netnography results indicate that hotel customer engagement behaviors cocreate five types of value. Importantly, these values accrue in different levels to not only the customer, but also to other customers and to the firm. Analyses of a subsequent qualitative survey data validated the four factors driving these engagement behaviors and, importantly, found that the motivational drivers vary by type of engagement. A conceptual framework of value cocreation via customer engagement is proposed.

Effects of customers' psychological characteristics on their engagement behavior in company social networks

2016 ◽  
Vol 44 (10) ◽  
pp. 1661-1670 ◽  
Author(s):  
Lingyun Guo ◽  
Mingli Zhang ◽  
Yu Wang
Keyword(s):  
Social Networks ◽  
Information Sharing ◽  
Word Of Mouth ◽  
Need For Cognition ◽  
Psychological Ownership ◽  
Psychological Characteristics ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Engagement Behavior ◽  
Value Cocreation

Drawing upon customer engagement and value cocreation theories, in the context of company social networks, we examined the influence mechanism of the 3 important psychological characteristics of need for cognition, self-congruity, and psychological ownership, on customer engagement behavior in terms of human interactivity, information sharing, and word-of-mouth referral. We also explored whether or not these 3 behaviors then influenced value cocreation and stickiness. Data from WeChat official account users were analyzed using SmartPLS 2.0 and structural equation modeling. Results showed that self-congruity and psychological ownership significantly influenced the 3 dimensions of customer engagement behavior, which further influenced value cocreation and stickiness. The effects of need for cognition on human interactivity and information sharing were also significant, but the influence of need for cognition on word-of-mouth referral was nonsignificant.

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2017 ◽  
Vol 13 (1) ◽  
pp. 25-43 ◽  
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2017 ◽  
pp. 1283-1304
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook

2019 ◽  
Vol 44 (2) ◽  
pp. 278-299 ◽  
Author(s):  
Reham Touni ◽  
Woo Gon Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ahmed Ali
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Community ◽  
Brand Communities ◽  
Brand Relationship ◽  
Brand Relationship Quality

The purpose of this study is to examine customer–brand experience and customer involvement as two drivers of customer engagement (CE) and investigate brand relationship quality as a major outcome of CE with a hotel’s Facebook brand community. It is essential for hotel marketers to understand more about how to engage customers with brand communities embedded in Facebook, to understand what the antecedents of such engagements are, and to recognize what outcomes they can gain from engaged customers. This article adopts structural equation modeling and analyzes data collected from a sample of 347 Facebook users who are hotel customers. The results of the empirical research confirm the significant effect of the two antecedents on CE and the role of engaging customers in building customer–brand relationships. Furthermore, CE with hotel brand communities embedded in Facebook has a mediating effect on the path from customer–brand experience to brand relationship quality.

Understanding customer participation in online brand communities

2017 ◽  
Vol 20 (3) ◽  
pp. 306-334 ◽  
Author(s):  
Shampy Kamboj ◽  
Zillur Rahman
Keyword(s):  
Systematic Review ◽  
Conceptual Framework ◽  
Customer Participation ◽  
Future Research ◽  
Brand Community ◽  
Research Gaps ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community

Purpose The purpose of this paper is to present a systematic review of customer participation research specifically in online brand communities and summarize a number of basic issues as important research gaps that future research should address. Design/methodology/approach By using the content analysis method, this paper explores, analyses and presents a literature review by closely examining 113 articles published during 2001-2016, primarily from the leading marketing and management journals. Findings The findings of this review show that regardless of the plenty of studies in this area, a conceptual framework for customer participation is undetermined. This review presents a framework describing various antecedents, mediators, moderators and consequences of online brand community participation. Apart from this, various theories and models used in the reviewed articles are being depicted. The literature classification presented in this paper portrays the current trends and patterns of research in this area. This review also addresses research gaps in this area and presents them in the form of future research directions. Research/limitations/implications This review of literature carried out by the authors suggests that customer participation in online brand communities needs more focused conceptual research and the implications of this study will help researchers in this direction. Moreover, the managers can use the identified variables as a checklist to their online brand communities’ activities. Originality/value This paper is the first to provide a systematic review of customer participation in online brand community area that presents a comprehensive knowledge regarding the current state of research in this area on a single platform and provides a conceptual framework.

scholarly journals Reshaping the contexts of online customer engagement behavior via artificial intelligence: A conceptual framework

2020 ◽  
Author(s):  
Rodrigo Perez-Vega ◽  
Valtteri Kaartemo ◽  
Cristiana R. Lages ◽  
Niloofar Borghei Razavi ◽  
Jaakko Männistö
Keyword(s):  
Artificial Intelligence ◽  
Conceptual Framework ◽  
Customer Engagement ◽  
Engagement Behavior

scholarly journals Exploring Drivers and Outcomes of Lurking Engagement and Posting Engagement in Social Media-Based Brand Communities:

2021 ◽  
Vol 8 (1) ◽  
pp. 21-24
Author(s):  
Kashif Farhat ◽  
Wajeeha Aslam ◽  
Sany Sanuri
Keyword(s):  
Social Media ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Customer Engagement ◽  
Expected Returns ◽  
Brand Communities ◽  
Engagement Behavior

Social media-based brand communities (SMBBC) offer valuable opportunities for brands to build customer engagement (CE). Hitherto brands lack the knowledge of the forms of engagement in SMBBC that drive brand loyalty, effectiveness of investment in SMBBC, and the expected returns on the investment. Hence, the main objective of the study is to determine the drivers of CE in SMBBC, identify how they relate to two forms of engagement behaviors: lurking and posting, and their influence on resulting brand loyalty. PLS-SEM analysis of 229 fans of brands on Facebook established that significant differences exist between the drivers for lurking and posting engagement by hedonic and utilitarian brands type. Lurking engagement emerged as a significant and a stronger type of engagement behavior for brand loyalty than posting engagement. The study furnishes valuable insights on lurking and posting engagement and the variation in these engagement forms by hedonic and utilitarian brands in SMBBC.

Customer brand engagement behavior in online brand communities

2018 ◽  
Vol 32 (3) ◽  
pp. 286-299 ◽  
Author(s):  
Taeshik Gong
Keyword(s):  
South Korea ◽  
Value Orientations ◽  
Cultural Value ◽  
Customer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Brand Engagement ◽  
Engagement Behavior ◽  
The Usa ◽  
The Relationship

PurposeThis study aims to investigate the moderating role of cultural value orientations on the relationship between brand ownership and customer brand engagement behavior through brand responsibility and self-enhancement.Design/methodology/approachRespondents came from firm-managed online smartphone brand communities in South Korea and the USA. Convenience sampling yielded 197 valid responses, with 98 coming from South Korea and 99 coming from the USA.FindingsThe study results provide empirical evidence that cultural value orientations influence customer brand engagement behavior. As expected, the findings indicate that individualism-collectivism and power distance significantly moderate the indirect effect of brand responsibility and self-enhancement on the relationship between brand ownership and customer brand engagement behavior.Originality/valuePrior research has focused mainly on customer engagement behaviors that target the firm, employees and other customers, with little research examining customer engagement behavior that targeted the brand (customer brand engagement behavior). This exploration is important because customers could serve as brand missionaries, become less apt to switch brands and provide feedback, leading to a sustainable competitive advantage.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

The Effects of Consumer Engagement Behavior on the Growth of Social Media Brand Community

2018 ◽  
pp. 557-578
Author(s):  
Xiaoyun He ◽  
Arash Negahban
Keyword(s):  
Social Media ◽  
Growth Rate ◽  
Brand Community ◽  
Consumer Engagement ◽  
Short Term ◽  
Brand Communities ◽  
Engagement Behavior ◽  
Dynamic Relationships ◽  
Predictive Relationship

In recent years, there has been increasing attention to how consumers' roles and behaviors can shape and affect social media based brand communities. In this study the authors examine the dynamic relationships between specific consumer engagement behaviors and the growth rate of social media brand community over time. The results of their study suggest that the overall consumer engagement behavior has a significant predictive relationship with the growth rate of brand community in both short term and long term. While each type of positive consumer engagement behavior alone is not a significant indicator of the growth rate of brand community, a combination of them, as a whole, has a positive predictive relationship with the growth rate of brand community. When the effect of promotional posts is taken into consideration, consumer sharing is found to have relatively stronger and faster predictive relationship with the growth rate of brand community, followed by commenting and liking, than other consumer engaging activities. Negative consumer engagement behaviors in general do not play a significant role in predicting the growth rate of brand community in long term, but it does lead to adverse effect in the short term. This study sheds insights on the dynamic effects of consumer engagement behavior in building and growing social media based brand communities.

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