The Determinant of Positive eWom Intention: Perspective Social Media Users

The current technology, whose acceleration rate is high-speed, cannot be denied. You can see that all the tools are getting more advanced, and anything is quicker and easier. Especially now, everyone can do anything via smartphones, from reading newspapers to paying bills to shop online. Consumers need to open a smartphone, select the desired item, make payments and wait for the goods to arrive in front of their house (Sazali & Rozi, 2020). The presence of smartphones and online shopping makes communication between consumers and a particular company or brand easier (Parvin et al., 2020). Another more straightforward thing is that some sellers allow cash on a delivery payment system or goods pay when they arrive home. The following reason why online shopping is more popular now is that the price is lower, there is no need to come directly to the store, the area is not a barrier for consumers, it can access 24 hours, and there is even a free shipping fee (Muljono et al., 2018). The many conveniences that can obtain in shopping online make Indonesians more consumptive. But here's a positive that marketers should quickly grasp. Given the substantial population of Indonesia, and also have the characteristics of each individual. The diverse characteristics of the Indonesian population and the needs and desires of consumers for the products that consumers will buy are different. For example, in terms of sports goods (Nike, Adidas, and Reebok), fast fashion (Zara, H&M, Uniqlo), and also smartphones (Apple, Samsung, and Huawei). The shift in online behavior currently happening in Indonesia is a new opportunity (Nurjanah et al., 2019). The number of these factors is a challenge for marketers to increase sales and reach the target market. In the past, social media was created only as a means of entertainment for its users. Still, now social media is a source of consumer information, and the evolution of social media use is pervasive in the business world (Yuan et al., 2021). Keywords: Brand trust, online brand community trust, brand attachment, repurchase intention, positive eWOM intention

The Determinant of Positive eWOM Intention: Perspective Social Media Users

Objective - The rapid development of information technology brings a significant change in society. The presence of social media makes a shift in people's behavior. From various circles and almost everyone owns and uses social media as a means to obtain and convey information to the public. The purpose of this research is to test and analyst the factors that affect positive eWOM intention on social media. Methodology/Technique - The sample used in this study were 225 respondents using purposive sampling method. The sample used in this study are customers who have social media, access social media for the last 6 (six) months and make online purchases on these social media. Findings - Hypothesis testing is done by using the structural equation model (SEM) method with the help of AMOS software. Novelty - For further research, we can also add and analyze additional factors that affect positively eWOM intention on social media, namely CSR engagement. Type of Paper - Empirical Keywords: Brand trust; online brand community trust; brand attachment; repurchase intention; positive eWOM intention. JEL Classification: M31, M3.

Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction

This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.

4W of user-generated content: why who we are and where we post influence what we post

PurposeIn continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.Design/methodology/approachA study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.FindingsMembers with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.Practical implicationsThis research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.Originality/valueThis is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).

Impact of individual and brand level factors in generation of different user-generated content

Purpose This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the equity theory, this study investigated how personal factors (motivations and self-construal) and brand/product factors (brand luxury) drive members to generate brand-oriented or COC. Design/methodology/approach Experimental studies were conducted with online brand community (OBC) participants who had been active in an OBC in the past 30 days. Findings Both in Studies 1 and 3, participants with an independent self-construal generated more BOC relative to COC, whereas participants with an interdependent self-construal generated more COC relative to BOC. In Study 1, extrinsically motivated participants generated more BOC relative to COC, whereas intrinsically motivated participants generated more COC relative to BOC. However, this finding was not confirmed in Study 3. In Study 2, the participants of luxury brand communities generated more COC relative to BOC, whereas participants of affordable brand communities generated more BOC relative to COC. However, this finding was not confirmed in Study 3. Practical implications This research provides marketing practitioners with an opportunity to focus on different motivation types in different contexts. The study also helps marketing departments understand the relationship between brand characteristics and UGC types. Finally, the insights of this study can also be useful in a brand extension context. Originality/value This study has constructed a better understanding of content generation in OBCs by categorizing UGC based on their target audience.

Community experience promotes customer voice: co-creation value perspective

PurposeBased on the online brand community, this study focuses on how online brand community experience affects customer voice and discusses the relationship between community engagement and community commitment. Specifically, we examine the mediation effect of community engagement between community experience and customer voice and also the moderation role of community commitment.Design/methodology/approachThe survey data is collected through the online survey of people who participate in the online mobile phone brand community. In total, 369 members of online community users (Huawei and Apple communities) were collected as the research samples. Then the structural equation model analysis was tested through the SPSS 25 and Mplus 7 in a two-stage analysis program.FindingsThe results show that (1) customer online brand community experience has a positive impact on customer voice; (2) community engagement mediates the positive relationship between online brand community experience and customer voice; and (3) community commitment plays a moderating role between customer experience and customer voice. Compared with low level customer's community commitment, when customer's community commitment is high, the level of community engagement has a greater mediation effect on the positive relationship between community experience and customer voice.Research limitations/implicationsOn the one hand, the model of customer community experience to customer voice built in this paper has not been fully validated. Whether the model can get more robust results needs to be extended to more different community scenarios. On the other hand, this paper is actually cross-sectional data, which cannot strictly reveal the causal relationship. The authors recommend that future research may use other research methods to further reveal its internal mechanism.Practical implicationsThis paper shows that customer's community experience has an important impact on customer voice behavior. Among them, information experience and sociability remain as the important factor affecting customer voice behavior, which is quiet important for maintaining brand community and product or service improvement. Brand community managers need to consistently create multiple forms of information presentation and interaction channels to enhance the information and social experience of community members.Originality/valueFirst, this paper puts forward a new perspective on customer comments or feedback-customer voice, which provides a solid foundation and reference value for future scholars to explore such important phenomena. Second, the relationship between community experience and customer voice behavior was examined, which enriched the research on community experience and also discovered another positive significance of community experience in community construction. Finally, the authors examine the mediation effect of community engagement on customer voice behavior. Community engagement is one of the important indicators that reflexing community performance, which is of great significance to the brand community.

Does Foreign Language Proficiency Help to Enhance Sustainable Online Brand Community Experiences? Modeling the Predictors of Movie Information Sharing Behavior for Young Chinese Students Staying in Korea

Building upon studies on the information diffusion theory of a viral marketing survey, this study aims to understand the effect of young Chinese students’ online information sharing behavior on online brand community and determine the relationship among telepresence, flow-attention focus, flow-perceived enjoyment and electronic word-of-mouth depending on the level of the foreign students’ Korean language proficiency. Here, 178 valid data are obtained from an online survey of social networking service users who live in Korea and are experienced in using online movie brand communities. SmartPLS 2.0 is utilized to determine the relationship between variates. Statistical analysis shows that telepresence is applicable to the Chinese students’ online perceived enjoyment and attention focus, which both positively affect trust and movie information sharing behavior. Language proficiency has a significant moderation effect on the model. This study offers insights toward attaining a better understanding of online communication behaviors and establishing marketing strategies that are extendable to young Chinese students staying in Korea. This finding helps movie distributors to develop effective foreigner-inclined information diffusion strategies. This study contributes to the impact factor on consumer information sharing behavior and adds language proficiency as a moderator to determine consumer behavior.

Brand influence online: cross-platform social network analysis on the enablement of effective brand communities

This paper aims to provide a systematic methodological approach for online brand community assessment across multiple social networking platforms. Analysis of influential brands was conducted utilizing a social network analysis (SNA) perspective. Brand communities were scored based on network properties and content analysis. Background research provided a framework of recommended community enablement strategies to determine what type of content and approach is most conducive to brand community proliferation. Based on network analysis and on congruency of following academically suggested community enablement triggers and behavioural dimensions, it was determined that the most effective brand at enabling community across all platforms within the study was Yeti Coolers. Instagram was the focal platform providing engaging content to be shared across networks

Brand influence online: cross-platform social network analysis on the enablement of effective brand communities

This paper aims to provide a systematic methodological approach for online brand community assessment across multiple social networking platforms. Analysis of influential brands was conducted utilizing a social network analysis (SNA) perspective. Brand communities were scored based on network properties and content analysis. Background research provided a framework of recommended community enablement strategies to determine what type of content and approach is most conducive to brand community proliferation. Based on network analysis and on congruency of following academically suggested community enablement triggers and behavioural dimensions, it was determined that the most effective brand at enabling community across all platforms within the study was Yeti Coolers. Instagram was the focal platform providing engaging content to be shared across networks