How to measure social capital in an online brand community? A comparison of three social capital scales

Jeong, So Won; Ha, Sejin; Lee, Kyu‐Hye

doi:10.1016/j.jbusres.2020.07.051

Cited by 41 publications

(28 citation statements)

References 47 publications

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“…Fans gather together in live rooms, engage in informational and emotional interaction, and make purchases under the guidance of broadcasters. They gradually achieve a community consensus and a community identity (Schau et al, 2009;Jeong et al, 2021). From the perspective of the community, some scholars have explored the influence of consumers' perceived value on their engagement and purchase intention based on use and gratifications approach and motive theory (Hilvert-Bruce et al, 2018;Zhang et al, 2019;Park and Lin, 2020;.…”

Section: Livestream Brand Communitymentioning

confidence: 99%

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

et al. 2022

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As the essence of livestream e-commerce is social commerce, building a livestream brand community and attracting brand followers are the key aspects to achieving sustained revenue. For many companies, inviting celebrities has become a shortcut to attract new followers. Considering the unsustainability and high cost of the celebrity host mode, some companies switched to using their own branded broadcasters to attract followers. However, as branded broadcasters lack a fan base, choosing the suitable broadcaster type has become a challenge in livestream e-commerce. The motivation of consumers to follow brand livestream accounts is mainly to obtain potential value by embedding them in social networks. Therefore, based on motive theory, this research explores how different broadcaster types affect consumer’s intention to follow a livestream brand community. Results from the analysis of secondary data from livestream platforms and two laboratory experiments reveal that (1) celebrities contribute more to consumer’s intention to follow than branded broadcasters, and utilitarian (vs. hedonic) products can strengthen the effect of branded (vs. celebrity) broadcasters on attracting potential followers. (2) Moreover, branded (vs. celebrity) broadcasters can promote consumer’s intention to follow a livestream brand community by satisfying consumer’s need for informational (vs. emotional) value during utilitarian (vs. hedonic) product evaluation. This research analyzes the differential effects of different types of broadcasters on livestream brand community building. The findings can deepen the understanding of the consumer’s behavior of following brand livestream communities and provide companies with suggestions on broadcaster selection in livestream e-commerce.

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Section: Livestream Brand Communitymentioning

confidence: 99%

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

et al. 2022

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“…There are two most widely used conceptual frameworks for examining SC. One is proposed by Putnam (1995), ascribing SC as two dimensions, bridging and bonding SC, which focusses on network relationships (Jeong et al , 2021). The other is built on a more holistic view, proposed by Nahapiet and Ghoshal (1998), describing SC as a three-dimensional construct composed of structural, cognitive and relational SC.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…There are two reasons for using the three-dimension structure of SC. Firstly, as demonstrated by Jeong et al (2021), the two-dimension model may not adequately capture the dynamics of SC in OBCs. Secondly, compared with the strictly defined structure of relational networks, more SC factors such as shared language, shared vision, reciprocity and social trust can effectively explain SC in OBCs (Meek et al , 2019).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…SC is especially relevant in OBCs, where the quality and quantity of social relationships influence customers’ access to available resources, support and communication, which, in turn, has positive outcomes for the sustainability of OBCs. Specifically, SC develops typically through interaction and is a product of interpersonal relationships in OBCs (Meek et al , 2019; Jeong et al , 2021), which represent brand-centric social networks that consist of webs of relationships between a firm representative and a customer and amongst customers (Lee et al , 2011; Zaglia, 2013). As Bowden et al (2018) noted, “customer experience within an OBC, whilst initially isolated within that specific OBC, might subsequently affect the brand outside itself of the OBC”.…”

Section: Introductionmentioning

confidence: 99%

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Customer engagement in online service brand communities

Chi

Harrigan²,

2021

JSM

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Purpose Online service brand communities (OBCs) are an essential services marketing channel and relationship marketing tool, in which social capital (SC) is a critical success factor. Underpinned in social identity and social exchange theories, this paper aims to explore the effects of SC on customer brand engagement (CBE), considering the roles of collective psychological ownership (CPO), customer citizenship behaviour (CCB) and perceived community support (PCS). Design/methodology/approach The research model was tested using survey data from 256 participants; 137 from the Xiaomi Community and 119 from the Huawei Fan Club. Partial least squares-structural equation modelling analysis was used. Findings SC drives CBE. CPO and CCB are important mediators, whilst PCS is an important moderator. Practical implications Brand marketers need to foster SC in OBCs to achieve the maximum level of customer engagement. The authors provide recommendations as to how to build structural, relational and cognitive SC, as well as CPO, CCB and PCS. In short, brand marketers need to foster an interactive, empowering and supportive environment. Originality/value The authors further service research around the humanisation of technology. Specifically, OBCs are social spaces for brands and customers, and a key enabler of relationship marketing principles, such as CBE. The authors test the roles of structural, cognitive and relational SC in engagement in OBCs, through CPO and CCB. This holistic picture of engagement in OBCs is an important foundation for future service research.

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“…When people have high social capital, they feel they have closeness, high relationship intensity, and high trust which in turn will give a high level of satisfaction of the living environment. Won & Lee [6] conducted a multilevel analysis between social capital and the housing environment, which was related to norms and individual health. Social capital is associated with the accessibility of individuals in the form of the availability of transportation or public facilities in their environment.…”

Section: Introductionmentioning

confidence: 99%

Smart Communities and Community Empowerment for Environmental Sustainability

Herdiansyah

Januari

2021

IOP Conf. Ser.: Earth Environ. Sci.

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The development of urban systems towards smart cities encourages the existence of smart communities as well. Smart communities are influenced by social developments in the community, which is dynamic and influenced by society and individuals’ social level. Therefore, this study aims to analyze the use of social capital in building a smart society. This article uses the qualitative method analysis which is a literature study of 18 documents. Based on the literature study, the use of social capital in the community can encourage community empowerment activities because trust and a cooperative attitudes are built among residents. This will affect the habits and activities of individuals in society, such as the development process of protecting the environment. Increasing empowerment activities will help accelerate the process of developing a smart community. Therefore, social capital is essential in the development of smart communities and smart cities.

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How to measure social capital in an online brand community? A comparison of three social capital scales

Cited by 41 publications

References 47 publications

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

Customer engagement in online service brand communities

Smart Communities and Community Empowerment for Environmental Sustainability

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