Examining knowledge contribution in firm- versus consumer-hosted virtual brand community

Liao, Junyun; Dong, Xinhua; Guo, Yang

doi:10.1016/j.elerap.2020.100963

Cited by 47 publications

(50 citation statements)

References 93 publications

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“…Although brand-oriented and community-oriented content scores are significantly different between member-initiated community and organization-sponsored community conditions, regression results showed that community ownership has no significant effect on content orientation. One possible explanation is that the brands are still engaging with and monitoring member-initiated communities in an albeit limited way; thus, members are generating content as if they are a part of a full-fledged organization-sponsored community (Liao et al , 2020).…”

Section: Conclusion and Discussionmentioning

confidence: 99%

“…The literature suggests that the ownership of OBCs have an influence on members' engagement, but the findings are far from conclusive (Liao et al , 2020). While some studies argue that hosting type has no significant effect on reducing the uncertainty of community members (Adjei et al , 2010), other studies show that OBC members exhibited greater levels of trust on organization-sponsored communities due to high-quality content, interaction and embeddedness (Porter et al , 2013).…”

Section: Literature Review and Theoretical Developmentmentioning

confidence: 99%

“…In organization-sponsored communities, members are more self-oriented (Teichmann et al , 2015) and more receptive toward financial and nonfinancial rewards (Sung et al , 2010). Organization-sponsored communities are also less likely to answer other members' questions since they consider that helping other customers is the brand's job (Liao et al , 2020). In member-initiated communities, members are more other-oriented (Teichmann et al , 2015), and altruistic motivations have stronger effects (Matute et al , 2019).…”

Section: Literature Review and Theoretical Developmentmentioning

confidence: 99%

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4W of user-generated content: why who we are and where we post influence what we post

Soylemez

2021

JRIM

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PurposeIn continuation of Soylemez (2021), this study utilized equity theory and investigated how personal factors (personality traits) and community factors (ownership) influence relative generation of brand-oriented and community-oriented content.Design/methodology/approachA study of A/B testing was conducted with 104 online brand community (OBC) participants who had been active in an OBC in the last 30 days.FindingsMembers with a high level of conscientiousness, extroversion and neuroticism generate more brand-oriented content than community-oriented content. Openness to experience, agreeableness and community ownership have been found to have no significant effects.Practical implicationsThis research helps marketing practitioners on whether they should build their own online brand communities. The study also suggests that brands should adjust their community strategies based on the personality traits of community members and expectations from the community.Originality/valueThis is the first study that investigates how personality traits and community ownership influence the generation of different types of user-generated content (UGC).

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Section: Conclusion and Discussionmentioning

confidence: 99%

Section: Literature Review and Theoretical Developmentmentioning

confidence: 99%

Section: Literature Review and Theoretical Developmentmentioning

confidence: 99%

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4W of user-generated content: why who we are and where we post influence what we post

Soylemez

2021

JRIM

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“…Chou et al (2016) asserted that the existence of SOVC could provide support for value co-creating behavior, and then based on the deconstruction of value co-creating behavior, knowledge contribution behavior and social citizen behavior, they pointed out that SOVC had positive influences on them. Liao et al (2020) examined knowledge contribution in firm- versus consumer-hosted virtual brand community and discovered that satisfaction and community identity have positive effects on reciprocal norms, which in turn affect knowledge contribution. Welbourne et al (2013) discussed that SOVC could help to relief pressure; furthermore, because of the existence of perception support and emotional motivation, to a certain extent, SOVC could be used to explain members’ continuous participation behavior.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Ling et al (2005) deemed that the key of the existence of virtual community lied in its members’ continuous contribution of knowledge which was of high quality. Liao et al (2020) also indicated that, whether sponsored by companies or consumers, virtual communities mainly rely on the knowledge contribution of consumers to survive and prosper. However, the low contributing rate is the common challenge faced by all virtual communities.…”

Section: Introductionmentioning

confidence: 99%

Sense of virtual community, commitment and knowledge contribution: an empirical research based on MI community

Yao

Zheng

De-wen

2021

NBRI

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Purpose The purpose of this paper is to find a way to encourage community members to actively create content and contribute knowledge through the study of the relationship between virtual community awareness, commitment and knowledge contribution, so as to make virtual community revitalize and provide a better platform for enterprises to carry out network marketing. Design/methodology/approach This study establishes a theoretical model that member knowledge contribution’s prepositive impact in virtual community. SOVC is an independent variable, commitment is a mediating variable and knowledge contribution is a dependent variable. Through 139 valid questionnaires from MI community, relationships among sense of virtual community (SOVC), commitment and knowledge contribution are deeply discussed. Findings Empirical results show that, as three dimensions of SOVC, membership, influence and immersion can all drive commitment and knowledge contribution in different degrees. In the two-dimensional division of commitment, only affective commitment can drive knowledge contribution. Affective commitment and calculative commitment can play a mediating role in the impact of SOVC on knowledge contribution. Originality/value Empirical research that the academia has done on important issues such as the impact of SOVC and commitment on knowledge contribution is deficient. Furthermore, those researches which have explored the mediating effect of commitment in the impact of SOVC on knowledge contribution remain merely on theoretical deduction level, and empirical studies based on Chinese background are also rare. In China, MI community is the typical representative of virtual community that runs successfully, and choosing it to conduct research can not only provide representatives on sample but also duplicate on the result popularity. Thus, this paper chooses MI community as the empirical object to explore the relationships among SOVC, commitment and knowledge contribution.

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The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

Wang,

Hu,

Yang

et al. 2023

J of Consumer Behaviour

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The traditional lead user theory proposes that lead users are an important source of innovation. However, little is known about how lead users influence other users in online brand communities. Based on the uses and gratifications theory, we introduce ordinary user‐perceived benefits—including cognitive benefits, social integrative benefits, personal integrative benefits, and hedonic benefits—as mediators to explain the relationship between lead users' characteristics and ordinary users' participation in an online brand community. Furthermore, we introduce the hosting type of the brand community (consumer‐run vs. company‐managed brand community) and explain its moderating effect on the relationship between lead users' characteristics and ordinary users' participation. The finding reveals that lead users' characteristics have a significant positive effect on ordinary users' participation, and that the effect is partially mediated by cognitive benefits, social integrative benefits, and personal integrative benefits. Besides, the relationship between lead users' characteristics and ordinary users' participation is stronger for consumer‐run brand communities than for company‐managed brand communities.

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Examining knowledge contribution in firm- versus consumer-hosted virtual brand community

Cited by 47 publications

References 93 publications

4W of user-generated content: why who we are and where we post influence what we post

4W of user-generated content: why who we are and where we post influence what we post

Sense of virtual community, commitment and knowledge contribution: an empirical research based on MI community

The bellwether of community: The influence of lead users' characteristics on ordinary users' participation in online brand communities

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