Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours

Wong, T. C.; Haddoud, Mohamed Yacine; Kwok, Y.K.; He, Hongwei

doi:10.1108/imds-07-2017-0313

Cited by 23 publications

(24 citation statements)

References 84 publications

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“…Recent advances on customer-brand engagement also show that consumers may seek contact and interaction with brands they have negative feelings towards (Hollebeek & Chen, 2014). Similar to positive emotions, negativity can thus involve the need to exchange information and stay informed about the latest brand news and learn about it, which is a communicative action that anti-brand community participation can support (Popp et al, 2016;Wong et al, 2018).…”

Section: Negative Brand Emotions and Behaviorsmentioning

confidence: 99%

“…In contrast to a significant body of research concerning individual perspectives on anti-brand emotions and behaviors, research on negative emotions and collective anti-brand behavior is limited (Albrecht et al, 2013;Balabanis, 2013;Hollenbeck & Zinkhan, 2006;Klein et al, 2004;Popp et al, 2016;Wong et al, 2018). Past studies have tended to emphasize individual-level antecedents and outcomes of brand negativity (table 1).…”

Section: Negative Brand Emotions and Behaviorsmentioning

confidence: 99%

“…Empirical examinations have tended to rely on qualitative designs with data primarily collected through observation, ethnography and netnography (Cromie & Ewing, 2009;Hollenbeck & Zinkhan, 2006, Popp et al, 2016 and quantitative studies that confirm the various insights are only slowly emerging. Considering the antecedents of community participation, research has emphasized individual (Cromie & Ewing, 2009;Popp et al, 2016;Wong et al, 2018) and social motives (Hollenbeck & Zinkhan, 2006, Popp et al, 2016 and has tended not to look into the nexus of consumerbrand relationships. Few exceptions addressing consumer brand relationships do so from a transactional perspective (Krishnamurthy & Kucuk, 2009) incorporating only some hateful emotions and behaviors (Popp et al, 2016).…”

Section: Anti-brand Communitiesmentioning

confidence: 99%

“…Few exceptions addressing consumer brand relationships do so from a transactional perspective (Krishnamurthy & Kucuk, 2009) incorporating only some hateful emotions and behaviors (Popp et al, 2016). While some negative emotions have been examined as antecedents of anti-brand community citizenship behavior (Wong et al, 2018), past scholarship tends to defect from emotions, communications, and engagement (Hollebeek & Chen, 2014) to the benefit of transactional aspects. Furthermore, it generally overlooks individual negative relationships with a brand as drivers of collective anti-brand action.…”

Section: Anti-brand Communitiesmentioning

confidence: 99%

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Brand negativity: a relational perspective on anti-brand community participation

Dessart

Veloutsou

Morgan‐Thomas

2020

EJM

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Purpose This paper aims to focus on the phenomena of negative brand relationships and emotions to evidence how such relationships transpose into the willingness to participate in collective actions in anti-brand communities. Design/methodology/approach An online survey was carried out, targeting Facebook anti-brand communities, dedicated to sharing negativity toward technology products. A total of 300 members of these communities participated in the study. Findings The study shows that the two dimensions of negative brand relationship (negative emotional connection and two-way communication) lead to community participation in anti-brand communities, through the mediating role of social approval and oppositional loyalty. Anti-brand community growth is supported by members’ intentions to recommend the group and is the result of their participation. Research limitations/implications The study’s focus on technology brands calls for further research on other brand types and categories and the inclusion of other independent variables should be considered to extend understanding of collective negativity in anti-brand communities. Practical implications The paper provides insight to brand managers on the ways to manage negativity around their brand online and understand the role that brand communities play in this process. Originality/value The paper proposes the first integrative view of brand negativity, encompassing emotions and behaviors of consumers as individuals and as members of a collective, which allows the understanding of the dynamics of anti-branding and highlights the mechanisms that facilitate anti-brand community expansion.

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Section: Negative Brand Emotions and Behaviorsmentioning

confidence: 99%

Section: Negative Brand Emotions and Behaviorsmentioning

confidence: 99%

Section: Anti-brand Communitiesmentioning

confidence: 99%

Section: Anti-brand Communitiesmentioning

confidence: 99%

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Brand negativity: a relational perspective on anti-brand community participation

Dessart

Veloutsou

Morgan‐Thomas

2020

EJM

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“…This identity may result in (1) social categorisation, which is the simple perception of a group as a collection of people of the same social category; (2) interdependence, which refers to having a common purpose or goal; and/or (3) intergroup comparison, in which a member identifies with a group and compares themselves with members of other groups, often associating positive or negative attributes with the group. Wong et al (2018) noted that several studies have used SIT to explain user participation in online social networks. This study differentiates between offline and Facebook social identification in that we call an individual's categorisation with an offline social group as offline social identification while we refer to an individual's categorisation with an online social group (e.g., on Facebook) as online social identification.…”

Section: Social Identity Theorymentioning

confidence: 99%

The role of integrated offline/online social activity and social identification in Facebook citizenship behaviour formation

Bhatti

Arain

Yasin

et al. 2020

ITP

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PurposeDrawing on social identity theory and prosocial behaviour research, this study explores how people's integration of their offline and online social activities through Facebook cultivates their Facebook citizenship behaviour (FCB). It also offers further insight into the underlying mechanism of offline and online social activity integration - FCB relation by investigating people's social identification with their offline and online social groups as possible mediators.Design/methodology/approachBased on social identity theory (SIT) literature, community citizenship behaviour and offline-online social activity integration through Facebook, we developed a conceptual model, which was empirically tested using data from 308 Facebook usersFindingsThe results confirm that the participants' offline-online social activity integration via Facebook is positively linked to their FCB. Further, the integration of offline and online social activity through Facebook positively affects how a person identifies with their offline and online social groups, which in turn causes them to display FCB. In addition, offline/online social identification mediates the integration – FCB relation.Practical implicationsIn practice, it is interesting to see people's tendency towards altruistic behaviours within groups they like to associate themselves with. Those who share their Facebook network with their offline friends can use such network to seek help and support.Originality/valueFrom a theoretical perspective, unlike past research, this study examines how individuals' offline-online social activity integration via Facebook helps them associate with groups. In addition, this study investigates social identification from an offline and online perspective.

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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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Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours

Cited by 23 publications

References 84 publications

Brand negativity: a relational perspective on anti-brand community participation

Brand negativity: a relational perspective on anti-brand community participation

The role of integrated offline/online social activity and social identification in Facebook citizenship behaviour formation

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

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