Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement

Yuan, Dongning; Lin, Zhibin; Filieri, Raffaele; Liu, Ran; Zheng, Mengqin

doi:10.1016/j.jbusres.2020.04.044

Cited by 90 publications

(81 citation statements)

References 92 publications

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“…Consequently, understanding of CBE under less regular or predictable conditions remains limited. Important exceptions to this observation include Beckers et al ’s (2018) and Yuan et al ’s (2020) exploration of firm advertising’s effect on CBE in the context of product-harm crises and Karpen and Conduit’s (2020) discussion of COVID-19-based CBE. However, though the latter authors adopt economic rationalism, institutionalism and existential humanism to explore CBE during COVID-19, they do not specify how customers are expected to engage with their service brands during pandemic-instigated lockdown, as undertaken in this paper.…”

Section: Introductionmentioning

confidence: 99%

Customer brand engagement during service lockdown

Hollebeek

Smith²,

Kasabov

et al. 2020

JSM

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Purpose While the customer brand engagement (CBE) research has advanced important insight, most studies to date explore CBE under regular, free-market conditions, yielding an important knowledge gap regarding its manifestation under less regular conditions, including disaster/pandemics. This study, therefore, aims to explore CBE with essential/non-essential service during COVID-19-prompted citizen lockdown. Design/methodology/approach Based on a review, the authors develop a framework of lockdown-based CBE with essential/non-essential service interactions, which are conceptualized by their respective capacity to meet differing needs in Maslow’s hierarchy. The authors view lockdown-based essential/non-essential service interactions to differentially impact CBE, as summarized in a set of propositions. Findings The framework depicts lockdown-based essential/non-essential service interactions and their respective impact on CBE. The authors propose two essential service modes (i.e. socially distant/platform-mediated interactions) and two non-essential service modes (i.e. service closure/platform-mediated interactions), which the authors hypothesize to differently affect CBE. Moreover, the authors view the associations between our lockdown-based service modes and CBE to be moderated by customers’ regulatory focus (i.e. promotion/prevention), as formalized in the propositions. Research limitations/implications Given the authors’ focus on lockdown-based CBE, this paper adds unique insight to the literature. It also raises ample opportunities for further study, as outlined. Practical implications This study yields important managerial implications, including the suggested adoption of differing tactics/strategies to leverage promotion/prevention-focused customers’ brand engagement during lockdown. Originality/value By exploring the effects of lockdown-based essential/non-essential service modes on promotion/prevention-focused customers’ brand engagement, this paper adds novel insight.

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Section: Introductionmentioning

confidence: 99%

Customer brand engagement during service lockdown

Hollebeek

Smith²,

Kasabov

et al. 2020

JSM

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“…In recent years, customers increasingly rely on OBCs to connect, share, and engage online with other customers and brands ( Yuan et al, 2020 ). Notably, the number of Internet users globally was more than 4.8 billion in 2020 ( Statista, 2021a ).…”

Section: Literature Reviewmentioning

confidence: 99%

Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction

2021

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This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.

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“…In the existing literature, several attempts were made to examine the antecedents and outcomes of consumer engagement. The studies explored different attitudinal factors such as trust, commitment, satisfaction, and situation factors such as, service convenience and perceived service fairness, which lead to consumer engagement (Wirtz et al, 2013;Kumar & Kumar, 2020;Yuan et al, 2020).…”

Section: Consumer Engagement and Online Search Benefitsmentioning

confidence: 99%

How Does Online Engagement Drive Consumers' Webrooming Intention?

Shankar

Yadav

Gupta

et al. 2021

Journal of Global Information Management

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Based on the cognitive-motivational-relational (CMR) theory, this study empirically investigates the mechanisms through which consumers' online engagement impacts their channel switching intention. The present study examines the mediating effects of perceived value and the ways in which these mediating effects are moderated by online risk perception. Data were collected from 428 online Indian consumers using systematic random sampling. The results of the structural and process macro analyses indicated that consumer online engagement has a significant impact on consumer online search benefits which in turn leads to webrooming intention. Also, perceived value mediated the effects of online search benefits and offline purchase benefits on webrooming intention. The results advance the theory of CMR by explaining consumer channel switching behaviour and are expected to help multi-channel retailers to identify the key drivers that help engage consumers online.

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Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement

Cited by 90 publications

References 92 publications

Customer brand engagement during service lockdown

Customer brand engagement during service lockdown

Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction

How Does Online Engagement Drive Consumers' Webrooming Intention?

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