The Values of Virtual Brand Community Engagement of Facebook Brand Page

Zhang, Jing; Sotheara, Heang; Virak, Mom

doi:10.18775/ijmsba.1849-5664-5419.2014.32.1002

Cited by 6 publications

(6 citation statements)

References 61 publications

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“…Considering the fact that engagement in virtual spaces creates a connection between consumers and the platform, the participatory behavior of the former can lead to loyalty (Casaló et al, 2010;De Vries & Carlson, 2014;Jing et al, 2017;Liu et al, 2019). Our hypothesis confirms the research of (Brodie et al, 2011;Von Doorn et al, 2010), which attests that loyalty is a strong consequence of engagement.…”

Section: Discussionsupporting

confidence: 89%

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Consumer engagement in value co-creation within virtual video game communities

Afi

Ouiddad

2021

Management &Amp; Marketing. Challenges for the Knowledge Society

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With the emergence of the gaming industry as the most empowering form of entertainment, video game online communities have become a refuge for many users who are looking to fulfil specific needs, leading them to participate in creating their own experiences. Drawing upon the uses and gratifications theory, this research aims to understand the motivations behind consumer engagement in value co-creation within digital game distribution services (exp. Steam), and how it affects loyalty. To the extent of the author’s knowledge, little research has addressed this question within the gaming industry. We conducted an online survey administered to video game platforms users, through which 195 valid answers were collected. Findings suggest that hedonic along with personal and social motivations have positive influence on user’s engagement to co-create value, which in return increases their loyalty behavior.

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Section: Discussionsupporting

confidence: 89%

“…Furthermore, data analysis indicated that consumer engagement plays the role of a complete mediating variable between motivational factors and loyalty. This is due to the need for continuous engagement and active participation to enhance consumer loyalty (Jing et al, 2017).…”

Section: Discussionmentioning

confidence: 99%

Consumer engagement in value co-creation within virtual video game communities

Afi

Ouiddad

2021

Management &Amp; Marketing. Challenges for the Knowledge Society

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“…Increasing engagement with a brand can be expected to contribute favorably to a brand’s performance in terms of sales growth, superior competitive advantage and profitability (Sashi, 2012). Furthermore, it has a positive impact on customer loyalty, satisfaction, empowerment, connection, emotional bonding, trust and commitment (Brodie et al , 2013; Jing et al , 2017). In fact, recent research by the Gallup Group indicates that engaged customers have a 23% premium in share of wallet, profitability, revenue and relationship growth in comparison to the average customer (Pansari and Kumar, 2017).…”

Section: Literature Reviewmentioning

confidence: 99%

Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification

Haverila

McLaughlin

Haverila

et al. 2020

JPBM

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Purpose Brand communities are an increasingly important way for brands to interact with their customers, as they give brands an opportunity to learn from and interact with people with a demonstrated interest in the brand. Literature has explored the difference between lurkers and posters within these brand communities. However, there are other ways to segment members, just as there are many ways to segment customers of products and services – and this paper aims to be a step toward going beyond simple lurking vs posting behavior as a means of differentiating community members. As such, the purpose of this paper is to segment brand communities based on not only their participation behavior but also their identification with the brand community, loyalty and benefits gained from membership. Design/methodology/approach This study used a cross-sectional survey of members of various brand communities in North America. Partial least squares structural equation modeling together with finite mixture partial least squares and prediction-oriented segmentation was used to discover the distinct segments of brand community members. Findings The findings indicate that there are two distinct segments that behave differently regarding their behavior, attitudes and motives. Segment one has a stronger relationship between identification and other outcomes and is also more motivated by social enhancement than segment two. Thus, it is clear that brand community members can be segmented and served based on more than their posting behavior. Originality/value The members of brand communities have often been thought of as homogeneous. This paper is unique in identifying heterogeneity among the members of the brand community and demonstrates the need for brand community managers to identify these differences and manage the brand community accordingly.

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“…Merek Online. Jing et al, (2017) berpendapat bahwa para anggota komunitas menggunakan komunitas online tidak hanya untuk menyebarkan produk atau informasi perusahaan tetapi juga untuk menggunakan platform sebagai forum diskusi dengan mengunggah dan menjawab pertanyaan jika relavan. Menurut Casalo et al, (2007) komunitas online sebagai kelompok sosial yang hanya berkomunikasi dan berdiskusi melalui saluran internet.…”

Section: Komunitasunclassified

Peran Perilaku Konsumen Komunitas Merek Online Terhadap Kepercayaan Konsumen dan Loyalitas: Studi Pada Komunitas Online MiFans

Ramadhan¹,

Hartono

2020

MIX

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Penelitian ini bertujuan untuk menguji peran perilaku konsumen komunitas merek online terhadap kepercayaan konsumen dan loyalitas yang dilakukan pada komunitas merek online (Virtual Brand Community atau VBC) Xiaomi atau Mifans community. Penelitian ini menarik untuk dilakukan karena tema penelitian perilaku konsumen dalam sebuah komunitas merek online di Indonesi masih jarang dilakukan. Terlebih penelitian yang menyatukan variabel seperti: (1) identifikasi komunitas merek online; (2) kepuasan komunitas merek online; (3) partisipasi komunitas merek online; (4) kepercayaan konsumen; dan (5) loyalitas komunitas online merek sebuah mobilephone belum pernah dilakukan. Responden penelitian ini adalah 220 anggota komunitas online Xiaomi atau Mifans. Pengumpulan data menggunakan angket yang disebarkan melalui website mifans.com. Analisis data dengan menggunakan structural equation modelling (SEM). Hasil penelitian ini menunjukkan bahwa: (1) identifikasi berpengaruh signifikan terhadap kepuasan konsumen VBC merek Xiaomi; (2) kepuasan berpengaruh signifikan terhadap partisipasi konsumen VBC merek Xiaomi; (3) partisipasi berpengaruh signifikan terhadap tingkat kepercayaan konsumen VBC Xiaomi; dan (4) tingkat kepercayaan berpengaruh signifikan terhadap loyalitas konsumen VBC Xiaomi. Kontribusi penelitian terhadap pengayaan literatur dan implikasi manajerial juga disajikan dalam penelitian ini.

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The Values of Virtual Brand Community Engagement of Facebook Brand Page

Cited by 6 publications

References 61 publications

Consumer engagement in value co-creation within virtual video game communities

Consumer engagement in value co-creation within virtual video game communities

Beyond lurking and posting: segmenting the members of a brand community on the basis of engagement, attitudes and identification

Peran Perilaku Konsumen Komunitas Merek Online Terhadap Kepercayaan Konsumen dan Loyalitas: Studi Pada Komunitas Online MiFans

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