Brand Engagement and Co-creation in the Online Environments- Based on the Self-Determination Theory

Fu, Jen-Ruei; Ko, Po-Chang; Lu, ChaoTing; Lee, Wei-Long

doi:10.1145/3230467.3230472

Cited by 5 publications

(6 citation statements)

References 27 publications

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“…This study's findings help to explain the antecedents of users' knowledge-sharing behavior in virtual brand communities rather than antecedents connected with motivational and external environmental factors. These findings thus fill a gap in past research on user engagement behavior based on behavioral perspectives (Fu et al, 2018;Kuem et al, 2020;Loureiro and Kaufmann, 2018;Ye and Cheng, 2019).…”

Section: Theoretical Implicationsmentioning

confidence: 63%

“…First, this paper investigates antecedents that influence users' knowledge sharing in the context of a virtual brand community and verifies the impact of the fulfillment of three psychological needs on users' knowledge-sharing behavior. These findings based on a behavioral perspective in the context of a brand community fill a gap in past research on user engagement (Fu et al, 2018;Kuem et al, 2020;Loureiro and Kaufmann, 2018;Ye and Cheng, 2019). Second, we combine SDT with psychological ownership theory to examine the mediating role of psychological ownership.…”

Section: Introductionmentioning

confidence: 91%

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Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective

Jiang

Liao

Chen

et al. 2021

APJML

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PurposeUsers' knowledge sharing provides valuable resources for brand community participants and is, therefore, critical for the viability of virtual brand communities. Drawing from both self-determination theory (SDT) and psychological ownership theory, the paper aims to investigate the impact of fulfillment of three basic psychological needs on brand users' knowledge-sharing behavior and examines psychological ownership as a mediator.Design/methodology/approachSurvey data consisting of 316 valid responses were collected from users of Huawei Pollen Club Community. Confirmatory factor analysis (CFA) confirmed the reliability and validity of measures, and hierarchical linear regression and bootstrapping were used to test all hypotheses.FindingsFulfillment of the need for autonomy, relatedness and competence in a virtual brand community boosts users' psychological ownership and has a positive influence on their knowledge-sharing behavior. Furthermore, psychological ownership partially mediates the relationships between the fulfillment of psychological needs and knowledge-sharing behavior. In addition, the authors found that when users participate in more offline brand activities, the positive impact of the fulfillment of the need for relatedness on psychological ownership is strengthened, while the positive impact of the fulfillment of the need for autonomy on psychological ownership is weakened.Originality/valueThe paper contributes to the existing literature by exploring the relationships between fulfilling users' three basic psychological needs and their knowledge-sharing behavior through the mediating role of psychological ownership. The authors also provide insight into how offline brand activities interact with the fulfillment of psychological needs in virtual brand communities.

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Section: Theoretical Implicationsmentioning

confidence: 63%

Section: Introductionmentioning

confidence: 91%

Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective

Jiang

Liao

Chen

et al. 2021

APJML

View full text Add to dashboard Cite

show abstract

“…In addition, according to other fields of empirical results, the sense of self-determination positively affects customers’ citizenship behavior through improving personal connections ( Chiu et al, 2019 ). In the brand community, customers’ perceived competence and connection help enhance community promises and customer citizenship behavior ( Fu et al, 2018 ). According to these arguments, the following hypotheses are suggested:…”

Section: Conceptual Model and Hypothesesmentioning

confidence: 99%

How does social support influence tourist-oriented citizenship behavior? A self-determination theory perspective

Shi²

2022

Front. Psychol.

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As a driver of tourist-oriented citizenship behavior (TOCB), the effect of social support has not been thoroughly investigated. Grounded in a framework integrating the stimulus-organism-response model and self-determination theory, this study investigates how social support influences TOCB through the sense of self-determination. Structural equation modeling is used to analyze the survey data collected from 377 tourists in China. It is found that social support (information and emotional support) have a remarkably positive impact on the sense of self-determination (perceived autonomy, competence, and relatedness) which have an intermediary role in the relationship between social support and TOCB. This study provides empirical evidence for the marketing strategies of tourism destinations and enterprises.

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“…Therefore, during brand co-creation, participants satisfied with their perceived competence will facilitate the brand co-creation process. Researchers have found that the satisfaction of users' perceived relatedness can effectively promote the fit between users and the brand community (Fu et al, 2018). Therefore, perceived relatedness will facilitate brand co-creation (Hsieh and Chang, 2016).…”

Section: Brand Co-creation Antecedentsmentioning

confidence: 99%

Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation

Sarkar

Banerjee

2020

JPBM

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Purpose The purpose of this paper is to empirically validate the role of different stakeholders in a co-creation context. In this paper, a new triadic brand co-creation concept has been presented highlighting why consumers participate in brand co-creation, what is the role of the organizing company and what is the role of suppliers in such event and what are the benefits each of these three stakeholders receives in-turn of participating in such an event. Design/methodology/approach A quantitative approach has been adopted in this study using structural equation modeling to verify brand co-creation from the triadic stakeholder participation standpoint. Findings The empirical study validates that consumer’s perceived psychological benefits, brand self-connection and participation in brand communities all have a positive impact on the brand co-creation process. The results also suggest co-creating organizations should create an environment of trust and openness in such a brand co-creation event and they should show participatory leadership and provide proper tools and training to the participating consumers. The participating suppliers should show higher levels of professionalism, they should be willing to invest in research and development (R&D) and collaborate with organizations in their R&D effort. The results also validate that the brand co-creation event ensures increased brand knowledge and value of consumers. Also, brand co-creation is positively related to purchasing, helping others and consumers’ feedback intention. Through brand co-creation sponsoring organizations creates innovation and reduces resource issues and marketing costs. The results also show that brand co-creation can lead to better brand loyalty among consumers. Suppliers should also be actively engaged in brand co-creation as it leads to a better performance in terms of greater revenue, market offerings and reputation. Research limitations/implications The research investigates all aspects of inputs and benefits of the three different stakeholders – consumers, organizations and suppliers. It gives a comprehensive framework to validate the roles and benefits of each of the stakeholders from a consumer’s viewpoint. It conceptualizes and validates the constructs to provide the holistic concept and its associated framework. Practical implications The findings offer new insights to brand managers, Chief Experience Officers of how a brand co-creation event can be organized successfully, what should be the role of them, how they should involve suppliers in this kind of an event and finally how this kind of event can have a long-term impact on the brand in question. Originality/value This is the first empirical research on brand co-creation which investigates the roles and benefits from a triadic stakeholders’ standpoint. This study also analyzes and validates the comprehensive framework of brand co-creation proposed.

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Brand Engagement and Co-creation in the Online Environments- Based on the Self-Determination Theory

Cited by 5 publications

References 27 publications

Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective

Motivation for users' knowledge-sharing behavior in virtual brand communities: a psychological ownership perspective

How does social support influence tourist-oriented citizenship behavior? A self-determination theory perspective

Brand co-creation through participation of organization, consumers, and suppliers: an empirical validation

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