Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment

Carlson, Jamie; Rahman, Syed Mahmudur; Rahman, Mohammad M.; Wyllie, Jessica; Voola, Ranjit

doi:10.1016/j.ijinfomgt.2020.102252

Cited by 47 publications

(22 citation statements)

References 82 publications

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“…This reinforces the growing academic interest in research on relationships manifested in online brand communities (Veloutsou & Ruiz Mafe, 2020). Yet, few studies have investigated the effects of brand community identification on engagement (Kaur et al, 2020; Kumar, 2021; Matute et al, 2019) as well as the effects of brand community involvement on engagement (Carlson et al, 2021; Naumann et al, 2020). Further, none of these studies focused on the relationships between the affective and cognitive dimensions of brand community identification and engagement as well as the moderating role of involvement.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The concept of brand community engagement has been discussed widely in the marketing literature, with studies referring to it as a psychological construct that comprises customer cognitions, emotions, and behaviors (Harrigan et al, 2018), or a behavioral construct that involves transactional as well as non‐transactional voluntary customer exchanges and behaviors (Pansari & Kumar, 2017). As seen in Table 2, majority of the studies in online brand communities championed a multi‐dimensional approach to brand community engagement (Carlson et al, 2021; Kaur et al, 2020). In general, brand community engagement is made up of four components, namely affective, cognitive, behavioral, and social (Hollebeek et al, 2019).…”

Section: Literature Reviewmentioning

confidence: 99%

“…The behavioral dimension represents the actual actions and activities that stem from the members' motivations, including active manifestations such as sharing, learning, and endorsing. Finally, the social dimension relates to the interactive, reciprocal relationships that are nurtured within the network of social support, friendship, and connection within the brand community (Carlson et al, 2021).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Earlier studies have highlighted the mediating role of brand love as a crucial link that facilitates the management of consumer‐brand relationships in online brand communities (Coelho et al, 2019; Rodrigues & Rodrigues, 2019). Moreover, studies have reported significant effects of brand communities on outcomes including brand relationship quality, brand love, and brand loyalty (Carlson et al, 2021; Habibi et al, 2016; Vernuccio et al, 2015). Although brand communities can be harnessed as a strategic marketing tool to build and sustain consumer‐brand relationships, not much is known concerning the factors paramount to the formation of online brand communities (Demiray & Burnaz, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…First, while prior research has investigated brand engagement in online brand communities, less is known regarding the effect of the affective and cognitive dimensions of brand identity and engagement. For example, recent research on online brand communities have examined the effects of self‐brand connection (Bowden & Mirzaei, 2021), brand community motivations (Haverila et al, 2020), brand community identification (Kaur et al, 2020; Matute et al, 2019), brand community involvement (Carlson et al, 2021), and brand psychological ownership (Kumar, 2021) on engagement in various types of brand communities (i.e., firm‐initiated vs. peer‐initiated). Moreover, recent studies have examined the different dimensions of brand community engagement, namely affective (Algharabat et al, 2020; Dessart et al, 2019; Gómez et al, 2019), cognitive (Algharabat et al, 2020; Islam et al, 2018; Naumann et al, 2020), behavioral (Gómez et al, 2019; Harrigan et al, 2018; Kaur et al, 2020), and social (Bowden & Mirzaei, 2021; Carlson et al, 2021; Hollebeek et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

See 4 more Smart Citations

The nature of peer‐initiated brand communities on social media platforms

Wong

2021

J of Consumer Behaviour

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In the recent years, consumers are increasingly engaging in dynamic interactions with their preferred brands through online brand communities. Although Facebook has been commonly used as the social media platform for online brand communities, less is known with respect to the success factors for these brand communities. This study examines the nature of peer‐initiated brand communities by proposing and testing a conceptual framework that encompasses brand community identity, brand community engagement, brand love, and brand loyalty. The study investigates the dimensions of brand community identity and engagement, namely the affective and cognitive dimensions, and the moderating effect of brand community involvement. A total of 205 respondents were recruited via the Facebook social media platform of a peer‐initiated brand community. The results show that brand community identity affects brand community engagement for both affective and cognitive dimensions, with cognitive engagement predicting brand love. The moderating role of brand community involvement and the positive relationship between brand love and loyalty are confirmed. The findings contribute to knowledge and practice by highlighting the factors that can strengthen a brand's social media presence and consumer‐brand relationships.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 3 more Smart Citations

The nature of peer‐initiated brand communities on social media platforms

Wong

2021

J of Consumer Behaviour

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Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

Mansoor,

Rahman,

Bowden

2024

J of Consumer Behaviour

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The promise of the metaverse as a collective, virtual, and shared social space is revolutionizing digital retail. This study provides groundbreaking insights into customer experience in immersive metaverse environments, as well as into how these experiences on metaverse platforms influence customers' real‐world consumption behaviors. Drawing upon data from metaverse platform users in the US, this study identifies the specific antecedents of a positive customer experience on metaverse platforms, including the role of social presence and trialability. Further, it demonstrates the potential for purchase spillovers from the metaverse to traditional retail channels, extending the omnichannel retail literature. In addition, it examines how early‐stage versus long‐term users of the metaverse shape users' intentions to revisit metaverse platforms. Based on our results, we offer a comprehensive model of customers' metaverse behaviors, which may be used to predict and enhance customers' purchase intentions across channels. Our results also demonstrate that the metaverse is not merely a parallel digital retail channel but instead an influential extension of the customers' real‐world consumption. From a managerial perspective, we offer metaverse operators and retail brand managers insights into how an engaging and immersive customer experience in the metaverse can be developed to support metaverse platform growth, and targeted brand strategies that translate into real‐world gain for both the brand and the customer. The findings suggest that metaverse platforms must deliver customer experiences at a very high level to prevent stagnation in metaverse usage intentions; therefore, managers can confidently continue investing in relevant strategies to fuel metaverse platform growth.

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From Groups to Communities: A Resource Mobilization Theory Perspective on the Emergence of Communities

2023

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Groups and communities have been key topics in the information systems (IS) research agenda. While communities are assumed to emerge at the intersection of overlapping groups and their practices, prior research has mainly focused on their dynamics and evolution. This has resulted to limited empirical support regarding the emergence of communities. We address that lacuna by tracing the emergence of communities through the prism of resource mobilization theory. In doing so, we make use of a unique longitudinal dataset and incorporate Topic Modelling, Bipartite Network Analysis, and Community Detection. We show that new communities are formed at the intersection of overlapping groups and practices. In addition, we contribute to the IS literature by demonstrating that their emergence occurs due to resource mobilization that gives rise to a shared mindset. We also reveal that multiple resources are incorporated into the practices of an emerging community. By combining large datasets and innovative computational approaches, we help IS theory and practice to move away from traditional "what" questions towards the more insightful "how" ones. We discuss the theoretical and practical implications of our work and delineate an agenda for future research on the topic.

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Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment

Cited by 47 publications

References 82 publications

The nature of peer‐initiated brand communities on social media platforms

The nature of peer‐initiated brand communities on social media platforms

Purchase spillovers from the metaverse to the real world: The roles of social presence, trialability, and customer experience

From Groups to Communities: A Resource Mobilization Theory Perspective on the Emergence of Communities

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