The effect of regulatory focus on customer citizenship behavior in a virtual brand community: The role of online self‐presentation and community identification

Abstract

Customer citizenship behavior (CCB) in virtual brand communities is a topic of increasing importance in marketing management research. This type of behavior plays a critical role in the improvement of enterprises' marketing capabilities. In this study, we draw on regulatory focus theory-along with the perspectives of selfpresentation and regulatory fit in relation to social identity-to construct and test a model that investigates both the main effects of regulatory foci (promotion and prevention) and the indirect effects of online self-presentation and community identification on CCB. The empirical results based on our online survey between 310 individual members of an well-known online-community in China demonstrate:(1) a promotion focus exerts a positive influence on CCB while a prevention focus exerts a negative impact; (2) the desire for online self-presentation mediates the association between regulatory foci and CCB; and (3) community identification moderates the relationship between regulatory foci and the desire for online self-presentation, as well as the mediation effect. These results have substantial implications for studying CCB within virtual brand communities.

Evaluating the Impact of Community Experience on Purchase Intention in Online Knowledge Community

“…The findings of Zhang ( 2021 ) and Zhang ( 2022 ) similarly support the idea that community experience has an impact on brand identity, as they suggest that individuals identify with an online knowledge community based on community benefits, i.e., members perceive that the community provides their desired value. The findings of Wang et al ( 2020 ) and Li et al ( 2021 ) also provide support for the influence of community experience on brand identity. The level of brand identity depends on the community members' perceptions of the various experiences offered by the online knowledge community.…”

“…First, this research discusses the influence of users' motivation to participate and participation behavior on their brand loyalty. Prior research suggests that consumers participate in communities to search for product-related information or to communicate emotionally (Wang et al, 2020 ). By providing a place for users to communicate with each other in the form of the online knowledge community, companies can bring more opportunities for suppliers and customers, which is a potential way to increase customer loyalty (Qiao et al, 2021 ).…”

“Net” value co-creation: The effect of interactions on consumer citizenship behavior in online travel communities

“…In this paper, we regard this extra-role participation as consumer citizenship behaviors, which means the behaviors that consumers provide their support to the communities voluntarily and without rewarding ( Groth, 2005 ; Curth et al, 2014 ; Zhu et al, 2016 ). Regards to the antecedents of consumer citizenship behavior, there are several explanations such as the desire for online self-presentation ( Wang et al, 2021 ), social capital, collective psychological ownership ( Chi et al, 2022 ), and social wellbeing ( Chou et al, 2021 ). Nevertheless, we propose that consumer interaction increases consumer citizenship behavior by strengthening members’ identification of community.…”

Assessing the Antecedents and Consequences of Experience Value in Online Education: A Quantitative Approach

“…As an important typical representative of virtual communities, online education is driven by the amplification of market demand and the accelerated breakthrough of technological innovation to upgrade the value of user experience, attracting more and more users and showing a broad market prospect (Liu and Qu, 2020;Wang et al, 2021). The instantaneous, interactive, global sharing, low transmission cost, selfmanagement, and open communication characteristics of online education (Sun, 2020;Wang et al, 2020) have made it one of the most popular learning methods in recent years. With the development of information technology, public awareness of the use of online education platforms has sprung up (Ko, 2016;Li et al, 2022).…”