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This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation. 相似文献
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Companies are increasingly relying on social media brand communities to interact with consumers and achieve business values. Thus, it is essential to understand how companies can extract value from consumers in social media brand communities. We develop a model clarifying the dual concept of consumer value and illustrating how consumer-perceived value can be transformed into consumer-generated value from a trust transfer perspective. Specifically, we identify three types of consumer-perceived value: utilitarian, hedonic, and social. We capture consumer-generated value in terms of purchase intention and social media word of mouth. Using a two-wave survey, our results strongly support the research model. Specifically, the three types of consumer-perceived values positively affect consumer trust in social media brand communities, which in turn leads to trust in brand and in social media and, thereafter, consumers’ subsequent social media word of mouth and purchase intentions. Our study makes several contributions to the strategic information systems literature concerning leveraging social media brand communities into business strategies. Theoretically, our study expands the understanding of the dual concept of consumer value in social media brand communities through the trust transfer theory. Practically, our study delivers insights for companies into how social media brand communities can be used as a strategic tool for achieving business values. 相似文献
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[目的/意义] 为了在系统了解国内外关于社交媒体用户信息过载研究现状的基础上,为未来的研究指明方向并为企业基于社交媒体的营销实践提供指导。[方法/过程] 本文从社交媒体用户信息过载的影响因素及其影响后果两方面对相关文献予以系统分析。[结果/结论] 研究发现,社交媒体的系统特征因素、信息特征因素和用户的心理性因素、行为性因素和社会性因素是导致社交媒体用户感知信息过载的主要因素;信息过载会导致用户出现倦怠、情绪枯竭、不满意等消极情绪,并引起他们的不持续使用或转移行为、信息回避行为等。 相似文献
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Michel Laroche Mohammad Reza Habibi Marie-Odile Richard 《International Journal of Information Management》2013
There is an ongoing debate over the activities of brands and companies in social media. Some researchers believe social media provide a unique opportunity for brands to foster their relationships with customers, while others believe the contrary. Taking the perspective of the brand community building plus the brand trust and loyalty literatures, our goal is to show how brand communities based on social media influence elements of the customer centric model (i.e., the relationships among focal customer and brand, product, company, and other customers) and brand loyalty. A survey-based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on customer/product, customer/brand, customer/company and customer/other customers relationships, which in turn have positive effects on brand trust, and trust has positive effects on brand loyalty. We find that brand trust has a fully mediating role in converting the effects of enhanced relationships in brand community to brand loyalty. The implications for marketing practice and future research are discussed. 相似文献
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The Internet has favored the growth of collaborative platforms where marketers and consumers interact to develop more engaging products and services. These platforms are usually centered in a specific brand/product and their members are linked by a shared admiration to that brand. This paper analyzes one of the most powerful online collaborative platforms, the free software (FS) case, which involves a lot of virtual communities developed around products such as Linux or Android, the new Google's mobile operating system. Our purpose is to determine some of the main antecedents and consequences of the consumer involvement in this type of communities. Results have shown that satisfaction with a virtual community may increase the level of consumer participation in that community. At the same time, a greater identification with the virtual community may increase indirectly the consumer participation thanks to the enhancement of his/her satisfaction with the community. We have also found positive and significant effects of consumer identification and participation on the level of community promotion. Finally, positive and significant effects of consumer participation and satisfaction with the community on loyalty to the FS were also found. These findings allow us to conclude some interesting managerial implications. 相似文献
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The widespread use of the Internet and the constant increase in users of social media platforms has made a large amount of textual data available. This represents a valuable source of information about the changes in people’s opinions and feelings. This paper presents the application of Emotional Text Mining (ETM) in the field of brand management. ETM is an unsupervised procedure aiming to profile social media users. It is based on a bottom-up approach to classify unstructured data for the identification of social media users’ representations and sentiments about a topic. It is a fast and simple procedure to extract meaningful information from a large collection of texts. As customer profiling is relevant for brand management, we illustrate a business application of ETM on Twitter messages concerning a well-known sportswear brand in order to show the potential of this procedure, highlighting the characteristics of Twitter user communities in terms of product preferences, representations, and sentiments. 相似文献
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To stand up for the brands they support, members of brand communities develop “oppositional brand loyalty” towards other rival brands. This study identifies how the interaction characteristics of brand community affect the perceived benefits of community members, and whether the perceived benefits cause members to develop community commitment, as well as the relationship between community commitment and oppositional brand loyalty. This study examined members of online automobile communities in Taiwan, and obtained a total of 283 valid samples. The analytical results reveal that interaction characteristics of brand community make members perceive many benefits, with “brand community engagement” being the most noticeable. Furthermore, hedonic, social, and learning benefits are the main factors to form community commitments. When members have community commitments, they will form oppositional brand loyalty to other rival brands. Based on the analytical results, this study provides suggestions to enterprises regarding online brand community operations. 相似文献
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《Information processing & management》2023,60(1):103136
Value creation and acquisition are pivotal for continuous participation in online communities and thus have become goals that brand companies strive to develop in online brand communities (OBCs). Prior studies, however, predominately adopted the goods-dominant logic to assess the role of OBC members’ value perceptions in their value experiences. Such an approach overlooks the fact that one's value experiences in OBCs manifest in the co-creation with the brand and with other OBC members, benefiting from technology platforms and one's community motives. We thus draw on the service-dominant logic to formulate a research model with seven research hypotheses. These hypotheses depict relationships among five research constructs, in which (1) OBC continuance intention serves as the ultimate dependent variable, (2) brand engagement and co-creation experience represent OBC members’ value experiences in consumer-to-brand and consumer-to-consumer interactions, respectively, and (3) social media affordances and members’ OBC identification serve as the antecedents of OBC members’ value experiences. We used the Amazon MTurk platform to collect 246 valid samples worldwide that represent general OBC members. We adopted PLS-SEM to assess the measurement model and test the proposed hypotheses. Our findings indicate that co-creation experience and brand engagement are pivotal value experiences that can increase OBC continuance intention. In addition, social media affordances and OBC identification are instrumental to both value experiences through their facilitation of technology-mediated and communal interactions for resource integration and service exchange among OBC members and the brand. This study sheds light on OBC research by identifying the central role of brand engagement and co-creation experience in OBC continuance. We also discuss theoretical and practical implications and provide future research suggestions. 相似文献
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伴随着社会化媒体的普及,企业日益注重虚拟品牌社区的建设,借此向顾客展示产品独特价值,以期形成良好的口碑传播效应。通过采用扎根理论研究方法,搜集社区评论信息作为经验资料,并进行编码分析,提炼出互动体验、社区归属感以及品牌定位等范畴,阐释了顾客参与价值共创与品牌形象塑造的关系。研究表明,产品价值共创包括价值认知以及用户需求等核心要素,且有利于形成良好的品牌文化,而品牌形象的塑造则依赖于创新产品及建构以用户价值交互为基础的生态圈,顾客参与价值共创有助于品牌形象的塑造,企业应围绕产品创新打造虚拟品牌社区,强化顾客互动体验,并建立完善的信息沟通机制,引导顾客积极参与价值共创。 相似文献
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Global retail brands find it vital to engage Generation Y (Gen Y) customers through firm-hosted online brand communities (OBCs) for generating actionable insights; this study advances customer engagement (CE) frameworks in this setting. First, we draw on the stimulus–organism–response (S–O–R) theory to introduce OBC website quality (termed OBC-SiteQUAL), alongside brand involvement as a customer resource input, to shape an expanded quadripartite CE conceptualisation. Second, using multi-country data, we test the validity of the OBC-SiteQUAL and CE measurement models, and the theoretical framework. Results indicate that the newly conceived OBC-SiteQUAL construct, underpinned by various web-based cues related to affective elements, brand interaction and customer-to-customer interaction, positively influences CE, whereas brand involvement partially influences CE. Third, we examine how these variables translate to behavioural loyalty outcomes. Empirically, a consistent pattern across the country samples indicates that OBC-SiteQUAL can affect behavioural loyalty by enhancing CE. Thus, we reliably confirm the mediating effect of CE (O) between OBC-SiteQUAL (S) and behavioural loyalty (R). Fourth, we found that the impact of OBC-SiteQUAL and brand involvement on CE differs between younger and older Gen Y consumers. These findings inform the optimisation of precise digital content marketing activities to enhance customer-brand relationships. 相似文献
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Brand microblogs (BMs) have been increasingly utilized by companies to facilitate communication and foster deeper relationships with their customers. In addition to attracting new followers, retaining existing followers is equally, if not more, important to the success of BM operators. Drawing upon the migration theory, this study develops a push-pull-mooring (PPM) model of BM unfollowing motivations to enhance our understanding of the significant antecedents that promote BM users’ unfollowing intention. The study empirically investigates the three categories of antecedents of the BM unfollowing intention: push (dissatisfaction with information quality, dissatisfaction with service quality, and person brand unfit), pull (alternative attractiveness), and mooring (perceived unfollowing costs) effects. The results suggest that the three groups of unfollowing motivations display varying degrees of influence on BM users’ unfollowing intention. Theoretical and managerial implications of the findings of this study are also discussed. 相似文献
13.
Her-Sen DoongAuthor Vitae Hui-Chih WangAuthor Vitae 《International Journal of Information Management》2011,31(3):210-216
Consumers’ shopping intention is central to a Webstore's success. While past information system (IS) studies have examined this phenomenon extensively, they have focused on examining the single channel of e-tailing only. Knowledge of consumers’ cross-channel shopping behavior, which is common nowadays, was scarce. This study has empirically investigated a research model proposing how consumers’ brand loyalty in the retailing channel may impact on their shopping intentions at the same brand's Webstore. Specifically, in contrast to the system approach examined by past IS studies, this study has undertaken a brand perception approach and uncovered that by shaping consumers’ online perceptions of brand familiarity and Webstore reputation, consumers’ offline brand loyalty directly and indirectly enhances their trust in Webstore and lead to a higher shopping intention. Practical suggestions for click-and-mortar companies in building their channel strategies were proposed accordingly. 相似文献
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The purpose of this paper is to examine the utilization of the marketing adaptability of branded mobile applications (apps) in order to understand the relationship between consumers and their attachment to branded apps. We develop a model grounded in the purchaser-brand relationship theory of remarketing in order to develop the consumer-brand relationship through mediator brand experience (BE) and moderator digital footprint. A survey was conducted with 421 participants from different regions in India. AMOS 21.0 and SPSS plugin called “Process Analysis System” proposed by Hayes (2013) were used to analyze the hypotheses. The results corroborate the proposed research model. It approves brand association with brand connection for those brands that are easily identifiable. The result also confirms that the comprehensive consumption values are the major influencing factors in the adoption of branded apps. The study enhances the comprehension of the impact of brand connotation on consumer behavior in terms of the usage of various branded apps and the practical and non-useful esteem attached to them. 相似文献
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《International Journal of Information Management》2016,36(1):60-72
Although building long-term, successful virtual communities is important, rare studies have examined both in- and extra-role value co-creation behaviors from the perspective of social exchange theory and equity theory. Specially, we incorporate five different online justice perceptions into our model and examine the mediating role of “sense of virtual community” between these perceived online justice antecedents and both in- and extra-role online value co-creation behavior (reflected by knowledge contribution and online community citizenship behaviors, respectively). We empirically examine the model using data from 278 members of virtual communities. The results reveal that perceived online justice leads to value co-creation behavior through sense of virtual community. The findings elicit several implications for theory and practice. 相似文献
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Food safety is a public health issue of paramount importance. In this regard, blockchain has emerged as a promising technology that allows users to effectively and efficiently record the origin and flow of products and eliminate or reduce harmful food fraud. Consumers can benefit from this development by receiving up-to-date and verifiable information about the origins and delivery routes of their purchases. Drawing on signaling theory and the results of two experimental studies with 151 and 152 participants, respectively, we investigate how the use of blockchain to trace food products impacts consumers’ perception of product quality as a mediating variable and subsequently their purchase intention. Our framework further considers brand familiarity as a moderating variable. The findings from the two experiments show that blockchain labels as a signaling mechanism in food supply chains help to strengthen consumers’ perceived quality of food products, which, in turn, increases their purchase intention. This effect is more pronounced for less familiar brands, which is valuable information for managers who want to build a brand’s reputation. From an academic perspective, we highlight the applicability of signaling theory to identify blockchain-based traceability systems as important drivers of perceived product quality and consequently purchase intention. 相似文献
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《Information processing & management》2023,60(4):103364
Cyberchondria is conceptualized as excessive online searches for medical information, which is typically accompanied by feelings of emotional distress or anxiety. While previous studies in this nascent area have identified various psychological predictors of cyberchondria, a relative dearth of research has explored the role of different online information sources in its development. Informed by the stimulus-organism-response (SOR) model and the literature on cyberchondria, this study proposes a theoretical framework to explain why people develop cyberchondria when seeking medical information via different online sources. Based on a three-wave panel survey (N = 654), our findings suggest that health information seeking via online search engines increases online information overload (β = 0.11, p = .02), while health information seeking via social media platforms and health-specific websites increases online information trust (β = 0.13, p = .005; β = 0.25, p < .001). Additionally, online information overload is negatively related to online information trust (β = -0.39, p < .001). Subsequently, both online information overload and online information trust trigger cyberchondria (β = 0.73, p < .001; β = 0.15, p < .001). This study can contribute to the literature by expanding and deepening our understanding of cyberchondria developmental trajectory as well as emphasizing the pivotal role of online information sources in this complicated and dynamic process. 相似文献
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Service organizations increasingly develop brand apps (mobile applications) to expand service channels to the mobile end. Attracting their customers to install the brand app is critical. But there is widespread resistance to brand apps. This resistance can be classified as postponement, opposition and rejection. This study explores consumers’ active resistance of brand app in service organization. We examine the effects of adoption barriers and knowledge of alternatives quality on the three resistance behaviors and moderating effects of satisfaction with off-line service. The results show three resistance behaviors are affected by different reasons, and cross-channel synergy exists. Our study extends the theoretical understanding of the antecedents of and cross-channel influences on resistance to brand apps, with practical implications that managers should adopt different strategies for postponers, opponents and rejecters. 相似文献