Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

Yang, Shuang; Tang, Jiang; Cai, Jun; Guo, Guang-Qin

doi:10.1108/jpbm-09-2021-3658

Cited by 5 publications

(3 citation statements)

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“…This outcome affirms that customers who greatly trust and engage with a brand are more inclined to exhibit customer citizenship behavior. This is because brand trust motivates customers to perform behaviors beyond monetary transactions with the organization (Yang et al , 2023), which helps in enhancing and promoting the reputation and growth of the brands.…”

Section: Discussionmentioning

confidence: 99%

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Soomro,

Eyupoglu,

Ali

2024

JPBM

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Purpose The paper aims to explore the relationship between customer mindsets and customer citizenship behavior. This study used the cognitive-affective-behavioral model to examine how customer mindsets relate to customer citizenship behavior. In addition, it investigated the mediating effect of customer brand engagement and moderating role of brand trust. Design/methodology/approach The study used a self-administered online survey from 412 respondents using cellular mobile operating brands. Partial least square structural equation modeling was used to analyze the collected data. Findings The results revealed that growth-mindset customers directly and significantly influence customer citizenship behavior. The impact of a fixed mindset on customer citizenship behavior is indirect through customer brand engagement. The moderating findings revealed that the effect of brand trust on the relationship between customer brand engagement and customer citizenship behavior is higher than that between the fixed mindset and customer brand engagement. Practical implications The findings provide valuable insights for marketing and brand managers to design marketing campaigns considering different mindsets to generate customer citizenship behavior among customers. Originality/value This study provides new avenues in consumer psychology and behavior by unfolding the underlying mechanism through which mindsets lead to customer citizenship behavior, contributing to existing knowledge by extending the cognitive-affective-behavioral model.

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Section: Discussionmentioning

confidence: 99%

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Soomro,

Eyupoglu,

Ali

2024

JPBM

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“…The brand‐centric interaction and relationships amongst members and members and the brand (McAlexander et al, 2002) in a variety of online and offline settings (Carlson et al, 2019; Essamri et al, 2019; Füller et al, 2008; Sanz‐Blas et al, 2019; Schau et al, 2009) satisfy many personal needs and provide member‐specific social benefits (Huang et al, 2022). The socialization, entertainment, self‐discovery, and knowledge sharing within the community, developed from a shared consciousness, rituals, and traditions, a sense of moral responsibility to the other brand community parties (Algesheimer et al, 2005; Liao et al, 2022; Muniz & O'Guinn, 2001; Yang et al, 2022) result in members' problem‐solving through brand community participation (Dessart & Veloutsou, 2021; Habibi et al, 2014; Schau et al, 2009). Members engage (Hook et al, 2018), frequently play active roles to support the community as an entity, their personal status in it, or the focal brand (Veloutsou & Black, 2020), integrate, identify with, and commit to brand communities (Pedeliento et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

Mapping brand community research from 2001 to 2021: Assessing the field's stage of development and a research agenda

Veloutsou

Liao

2022

Psychology and Marketing

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Since the first paper on brand communities published in 2001, academic research on the area has accumulated substantially. To gain insight into the status and dynamics of this field, this study draws data from the Scopus database and uses bibliometrics and systematic review to analyse this body of knowledge and assess its stage of development. The results show that brand community research is rapidly growing and dynamic, attracting attention from an increasing number of scholars and journals. Most output originates from the United States and China, and adopts a survey approach. Prominent field topics include social media‐based brand community, the impact of brand community on brand relationship, consumer behavior and brand management, and brand engagement. This research concludes that brand community research is in the late growth or early maturity stage in most aspects, and discusses the future research directions that can benefit the area.

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“…In addition, variables that were examined as antecedents of participation in online brand communities fit into the categories of constructs from Part II (see chapter 4). For example, community characteristic constructs, such as rituals (Yang et al, 2023) and community interaction (Carlson et al, 2021;Zhao, 2019); brand benefits constructs, such as brand trust (Huang et al, 2022) and brand authenticity (Kumar, 2022); and community benefits constructs, such as community trust (Zhao et al, 2019) and community satisfaction (Hsieh et al, 2022). Also, the same types of variables as in Part II are typically examined as consequences of participation.…”

Section: Contribution To Methodologymentioning

confidence: 99%

Participation in online brand communities: The value for consumers and brands

Lasthuizen

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Consumers can share consumption experiences, provide support by answering productrelated questions, and discuss and create brand-related content collaboratively with other community members (Laroche et al., 2012;Habibi et al., 2016). Therefore, their role has changed from passive receivers to active co-creators of brand-related content (Liao et al., 2017;Solis 2011). Thus, online media have empowered consumers (Hennig-Thurau et al., 2010;Habibi et al., 2016) and changed their behavior (Habibi et al., 2016).Organizations have had to adapt their marketing communications to deal with highly interconnected and co-creating consumers. Research indicates that brand marketers could benefit from "a more participatory approach" (Munnuka, 2015, p. 429) by supporting online brand communities in which they actively empower consumers to co-create and build their brands (Schau et al., 2009). The challenge for many organizations lies in building a viable online brand community. In practice, many organizations experience difficulties developing online brand communities (Schultz, 2007;Fournier & Lee, 2009;Liao et al., 2017) and the most recognized reason in the literature is the lack of active participation by community members (Malinen, 2015). Active participation is necessary to . Furthermore, they could enjoy looking at brand-related content and use the process as a way to relax .Browsing, reading, and looking at content generated by other community members is referred to as passive participation or 'lurking' (Madupu & Cooley, 2010; Muntinga, 2013).Research indicates that consumers join online brand communities to consume content for learning and hedonic purposes .An online brand community also offers a place where members feel a sense of belonging as they establish connections with like-minded others through social interactions . Furthermore, members can enhance their status and influence other community members with their product-related knowledge . Research suggests that social and status values positively affect contributing to other members' content and creating new content, such as a review . Responding to existing content and creating new content are types of active participation, which is visible in online brand communities. Active participation is considered to be more valuable than passive participation since information exchange is the basis for social interaction between community members (Malinen, 2015).Furthermore, active participation is necessary to create a sufficient critical mass of content for members to continue visiting the online brand community (Algesheimer et al., 2005). In practice however, the majority of consumers do not actively participate in an online brand community. According to the "90-9-1" principle, 90% are lurkers, 9% contribute to other members' content, and 1% create new content (Arthur, 2006;Kumar & Nayak, 2019;Kokkodis et al., 2020).Researchers assume online brand communities endure by virtue of lasting relationships between community members . Community members are committed to relation...

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Effects of online brand community rituals on customer citizenship behavior: exploring the sequential mediation mechanism

Cited by 5 publications

References 50 publications

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Linking customer mindsets, brand engagement, and citizenship behavior: the moderating role of brand trust

Mapping brand community research from 2001 to 2021: Assessing the field's stage of development and a research agenda

Participation in online brand communities: The value for consumers and brands

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