Engagement and brand loyalty through social capital in social media

Abuljadail, Mohammad; Ha, Louisa

doi:10.1504/ijima.2019.10023435

Cited by 4 publications

(8 citation statements)

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“…Third, we explore the formation mechanism of oppositional loyalty to provide a new perspective on how to inspire members' oppositional loyalty towards their community. Previous studies on loyalty have indicated that both hedonic value and utilitarian value can produce loyalty (Abuljadail & Ha, 2019;Molinillo et al, 2020;Sangkoy & Tielung, 2015), but our study shows that only hedonic value is the key cause of oppositional loyalty. Fourth, this article comprehensively surveys several types of online communities, generalizing the findings on oppositional loyalty.…”

Section: Theoretical Implicationscontrasting

confidence: 82%

“…Value conceptualizations may vary depending on a research background (Babin et al, 1994). Most of the studies divide value into hedonic value and utilitarian value (e.g., Abuljadail & Ha, 2019;Babin et al, 1994;Cai et al, 2018;Chiu et al, 2005;Sangkoy & Tielung, 2015). Similarly, Zhou and Lu (2011) used perceived usefulness and perceived enjoyment to measure value, and Chi et al (2012) employed economic value and relational value to measure value.…”

Section: Hedonic Value and Utilitarian Valuementioning

confidence: 99%

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Exploring the mediating role of utilitarian value and hedonic value in the formation of oppositional loyalty in online communities

Chen

Lang

et al. 2023

Int J Consumer Studies

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Our research expands the scope of the research on oppositional loyalty from brands to online communities. Online communities allow members to freely express their opinions and promote the occurrence of oppositional loyalty behaviours towards the communities. Oppositional loyalty is defined in this article that, for the purpose of strengthening the market position of their preferred community, members of the online community may express negative views or even show oppositional behaviour towards adversarial communities. In view of social capital theory, the study examines the effect of hedonic value and utilitarian value on oppositional loyalty in online communities. The results show that only hedonic value significantly affects oppositional loyalty; hedonic value mediates the effect of the three dimensions of social capital (network ties, identification, and common language) on oppositional loyalty. The study identifies that community type moderates the impact of social capital (identification and common language) on hedonic value but does not moderate the effect of social capital on utilitarian value. Finally, we find that members' oppositional loyalty towards their community can promote their community participation. This research provides recommendations for online community managers to manage and benefit from members' oppositional loyalty.

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Section: Theoretical Implicationscontrasting

confidence: 82%

Section: Hedonic Value and Utilitarian Valuementioning

confidence: 99%

Exploring the mediating role of utilitarian value and hedonic value in the formation of oppositional loyalty in online communities

Chen

Lang

et al. 2023

Int J Consumer Studies

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“…of retweets and shares per post Applause rate: total no. of likes per post Not Specified Abuljadail and Ha, ( 2019 ) Qualitative Metrics Cognition, Affection, Activation Facebook Vrettos and Gouscos, ( 2019 ) Set of Indexes Popularity, Commitment, Virality, Online User Engagement Facebook, Twitter, Youtube Aggrawal and Arora ( 2019 ) Quantitative Metrics No. of like count, No.…”

Section: Social Media Engagement: Areas Of Investigationmentioning

confidence: 99%

“…Despite their great diffusion among academics and practitioners, some scholars (7% of the studies) argue that quantitative metrics are not enough to appreciate the real value of customer engagement on social media, and a qualitative approach is more suitable. For example, Abuljadail and Ha ( 2019 ) conducted an online survey of 576 Facebook users in Saudi Arabia to examine customer engagement on Facebook. Rogers ( 2018 ) critiques contemporary social media metrics considered ‘vanity metrics’ and repurpose alt metrics scores and other engagement measures for social research—namely dominant voice, concern, commitment, positioning, and alignment—to measure the ‘otherwise engaged’.…”

Section: Social Media Engagement: Areas Of Investigationmentioning

confidence: 99%

Conceptualising and measuring social media engagement: A systematic literature review

Trunfio

Rossi

2021

Ital. J. Mark.

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The spread of social media platforms enhanced academic and professional debate on social media engagement that attempted to better understand its theoretical foundations and measurements. This paper aims to systematically contribute to this academic debate by analysing, discussing, and synthesising social media engagement literature in the perspective of social media metrics. Adopting a systematic literature review, the research provides an overarching picture of what has already been investigated and the existing gaps that need further research. The paper confirms the polysemic and multidimensional nature of social media engagement. It identifies the behavioural dimension as the most used proxy for users' level of engagement suggesting the COBRA model as a conceptual tool to classify and interpret the construct. Four categories of metrics emerged: quantitative metrics, normalised indexes, set of indexes, qualitative metrics. It also offers insights and guidance to practitioners on modelling and managing social media engagement.

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“…It causes brand loyalty due to its strong identity influence (Keshtidar et al, 2018). Brand loyalty is then shown through social media, in which consumers show their liking by sharing comments (Abuljadail and Ha, 2019).…”

Section: Introductionmentioning

confidence: 99%

Local brand franchise competition in the disruption era

Subawa

Widhiasthini

Permatasari

2020

IJPQM

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Local brand franchise business, particularly culinary, has been rapidly developed in this disruption era. This is in line with the society's need for delicious but affordable culinary. There is a comprehensive relation-blend of cultural, business, and lifestyle responses. This research examined the factors affecting local brand franchises in the business competition in the disruption era. Using a descriptive qualitative method, the results indicated that local brand franchises are a part of economic disruption, because they create an entirely new market, providing high-quality products at lower prices. In this disruption era, local brand franchises are limited by binding agreements on franchising, courage in creativity and innovation, responsive to instant culture, adaptive to changes in consumer lifestyle, multi-level hegemony, and capitalism.

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Engagement and brand loyalty through social capital in social media

Cited by 4 publications

References 0 publications

Exploring the mediating role of utilitarian value and hedonic value in the formation of oppositional loyalty in online communities

Exploring the mediating role of utilitarian value and hedonic value in the formation of oppositional loyalty in online communities

Conceptualising and measuring social media engagement: A systematic literature review

Local brand franchise competition in the disruption era

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