Antecedents of participation in online brand communities and their purchasing behavior consequences

Mahrous, Abeer A.; Abdelmaaboud, Abdelhamid K.

doi:10.1007/s11628-016-0306-5

Cited by 40 publications

(37 citation statements)

References 56 publications

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“…The main objective of an online community is to bring people together and to facilitate member interaction (Fournier and Avery 2011). An OBC provides a platform where consumers can share opinions, thoughts and knowledge, and where they can exchange brand information (Mahrous and Abdelmaaboud 2017;Sloan et al 2015). Web 2.0 has enabled a switch from Internet-enabled delivery of content (Web 1.0) to Internet communities built around user-generated content (Fournier and Avery 2011;Li et al 2014).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Contextualising social capital in online brand communities

Meek¹,

Ogilvie²,

Lambert³

et al. 2018

J Brand Manag

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Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of OBCs, and all the elements of social capital including a shared language, shared vision, social trust and reciprocity are evident. Moreover, results from this study indicate that these elements are crucial in developing the network ties that are integral to building loyalty and brand equity.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Contextualising social capital in online brand communities

Meek¹,

Ogilvie²,

Lambert³

et al. 2018

J Brand Manag

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show abstract

“…Firms should allow customers to access important resources and create a dialogue with customers to aid the integration of resources and inputs from various actors in the co-creation experience. This can be accomplished by developing and enhancing interaction platforms for customers' use to create a favorable service experience (Mahrous and Kotb, 2014;Prahalad and Ramaswamy, 2004). For example, firms can provide customers with an easy-to-navigate Web site, which makes customization easier.…”

Section: E-s-qual and Customer Co-creation Experiencementioning

confidence: 99%

Customer participation in online co-creation experience: the role of e-service quality

Elsharnouby

Mahrous

2015

Journal of Research in Interactive Marketing

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Purpose-This exploratory paper aims to extend the research on customer co-creation behavior into an emerging market. To this end, it empirically examines the influence of e-service quality dimensions on customers' willingness to participate in online co-creation experience, in conjunction with customer attitude and intention. Design/methodology/approach-Data from a sample of 215 customers from the Egyptian telecommunication sector were collected and analyzed using structural equation modeling technique. Findings-The findings suggest that, although five e-service quality dimensions (efficiency, system availability, privacy, responsiveness and compensation) affect the attitude toward the Web site, another set of the dimensions (efficiency, fulfillment, compensation and contact) affects customers' willingness to participate in the co-creation experience. The findings also support that customers' attitudes toward the Web site affect the intention to use the Web site, which, in turn, affects customers' willingness to participate in the online co-creation experience. Practical implications-In their move toward mass customization, companies face the challenge of engaging a huge number of users. Deep and engaging interactions with customers could be one of the differentiators a company might cultivate to serve the market better. Thus, online co-creation activities might broaden the horizon for a cost-effective approach striving for close ties and a high level of customer engagement. Originality/value-Despite the intensive use of the Internet in distributing e-services, little attention has been paid thus far to extend e-service quality models to incorporate customer participation in the online co-creation experience. In particular, this exploratory study identifies the important dimensions of e-service quality that influences customers' willingness to participate in the online co-creation experience.

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“…Adam et al, 2017;Hattab, 2012) discussing female entrepreneurs in Egypt. The purpose of this paper is to shed the light on female entrepreneurship in Egypt, a less researched area in the extant literature (Khattab and Mahrous, 2016;Mahrous and Genedy, 2018;Gupta et al 2018;Mohsen et al 2018;Shazly and Mahrous, 2017;Marzouk and Mahrous, 2017;Mahrous and Kotb, 2014). It also aims at synthesizing the previous literature on female entrepreneurship to explore the drivers of entrepreneurship success and suggest the capabilities that need attention from interested scholars in the EM arena.…”

mentioning

confidence: 99%

Female Entrepreneurship in Egypt: New Theoretical and Public Policy Implication

Mahrous¹

2019

MMI

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This paper is a report that aims to review research and reports on female entrepreneurship in order to guide and inform academics and public policy agencies about the opportunities and challenges surrounding female entrepreneurship in emerging markets such as Egypt. The female entrepreneurship discourse thus far highlights the need for further studies to advance the understanding of female entrepreneurship phenomenon. Therefore, this paper is one of the few research discussing female self-employment and entrepreneurial choices in Egypt. It also aims at synthesizing the previous literature and technical reports on female entrepreneurship to explore the challenges facing female entrepreneurs in general and in Egypt in specific. The paper builds on the institutional theory to delineate the operand and operant resources necessary to boost female entrepreneurship in emerging markets. The research implications should assist stakeholders to perceive the role of entrepreneurial marketing education in enhancing entrepreneurial success and solve the controversial role of the institutional environment in constraining female entrepreneurship. Finally, the paper will discuss future research opportunities and public policy implications for female entrepreneurship in Egypt. The paper is organized as follows. First, an introduction about the female entrepreneurship phenomenon in Egypt and the Arab and countries are introduced. Then, the second section discusses what female entrepreneurship means and the current status of the female-owned and managed organizations in Egypt. Next, a synthesis of the extant literature on female entrepreneurship is provided to explicate the drivers of female entrepreneurship success. Finally, concluding remarks about the future of female entrepreneurship studies and public policy implications are presented.

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Antecedents of participation in online brand communities and their purchasing behavior consequences

Cited by 40 publications

References 56 publications

Contextualising social capital in online brand communities

Contextualising social capital in online brand communities

Customer participation in online co-creation experience: the role of e-service quality

Female Entrepreneurship in Egypt: New Theoretical and Public Policy Implication

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