Customer Engagement Around Cultural and Creative Products: The Role of Social Identity

Abstract

Along with the increasing trend of transactions occurring on social media, the consumption of Chinese cultural and creative products has increased even against the background of the COVID-19 pandemic. In this context, this article aims to analyze the relationships between virtual community-based social identity and cultural and creative product customer engagement (CE) behaviors. To this end, social identity theory and CE behavior theory were applied to previous research model. Structural equation modeling (SEM) was conducted using data from 520 self-administered questionnaires from online virtual community members. The results show that social identity has a significant effect on customer knowledge behavior, participation behavior, and influencer behavior. Moreover, influencer behavior mediates the effect of social identity on purchase intention. The study also identified gender differences in the mediation for influencer behaviors. Our results suggest that women are more sensitive to influencer behaviors than men, and thus generate more purchase behaviors.

[Retracted] The Impact of Cultural Creative Product Design for Sport Events on the Residents’ Fitness

“…The key to residents' fitness is to improve muscle function and shorten nerve reaction time. Lack of scientific implementation guidance will easily further affect the guidance of middle-aged residents, and their own random implementation methods will not have a good effect on guidance and promotion [ 22 ]. Therefore, looking for a scientific and effective implementation method is the key to improve the fitness guidance of residents, and it is also the focus of experts in the future.…”

“…e results are shown in Table 4. e classification criteria in Table 4 are based on the critical values of different groups and relevant references [22]. At the same time, the data division standard adopts rounding and rounding to zero, and makes relevant comparisons [23].…”

Brand engagement on social media and its impact on brand equity in higher education: integrating the social identity perspective

“…FGC) (Hollebeek and Macky, 2019). Several studies use social identity to explain active participation in virtual communities through user and firms created content (Tsai and Bagozzi, 2014;Zhang and Li, 2022;Al-Abdallah and Jumaa, 2022), which develops through in-group ties prompting people to interact with other members and firms IJEM 37,6/7 (Wolter and Cronin, 2017). Social identification with social media means that the user has a sense of belonging to that social media community and will willingly continue to engage with the brands on social media platforms to develop brand equity (Chen and Qasim, 2021).…”

Conceptualization social influence from the need to belong perspective on psychological needs' satisfaction to share knowledge

“…While self-uncertainty drives individuals to create shared realities through group identification, frequently with highly entitative groups which are associated with a self-saturating reality. 5 [ 26 ] Social identity and engagement To investigate the connections between social identity, culture, and engagement practices. Knowledge behaviour, participation behaviour, and influencer behaviour are all significantly influenced by the social identity and gender differences.…”