Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Liao, Junyun; Chen, Jiawen; Dong, Xinhua

doi:10.1108/apjml-11-2020-0820

Cited by 13 publications

(23 citation statements)

References 90 publications

(119 reference statements)

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“…However, social media platforms enable consumers to participate in multiple virtual brand communities simultaneously (Phua et al, 2017;Pelletier et al, 2020). For example, Liao et al (2022) examined the effect of four values on the consumers' community-swinging behaviors. However, consumer engagement in multi-competing brand communities has not been adequately emphasized and studied (Thompson et al, 2016(Thompson et al, , 2019.…”

Section: Theoretical Contributionmentioning

confidence: 99%

“…The openness of third-party social media platforms enables users to participate in various brand communities at will to obtain product information or engage in social interactions and even switch between different brand communities ( Tandoc et al, 2019 ). An increasing number of scholars have found that instead of participating in a single brand community, a large number of consumers tend to participate in and navigate through different brand communities belonging to multiple brands within an industry, even the competing brands ( Thompson and Sinha, 2008 ; Tan and Lee, 2015 ; Thompson et al, 2016 ; Liao et al, 2022 ). This phenomenon is defined as “multi-competing brand community engagement” (MBCE).…”

Section: Introductionmentioning

confidence: 99%

“…First, this article indicates that a brand community does not exist individually, but in a competing environment with other competing brand communities, enriching the literature on consumers’ brand community engagement. By distinguishing the types and motivations outcomes of consumers’ participation in multiple brand communities rather than a single brand community, this study provides a comprehensive understanding of consumers’ community engagement behavior in academia ( Liao et al, 2022 ). This study offers a new perspective on brand community research by considering the role of competing brand communities ( Tandoc et al, 2019 ).…”

Section: Introductionmentioning

confidence: 99%

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Understanding the consumers’ multi-competing brand community engagement: A mix method approach

Liao²,

Li³

et al. 2023

Front. Psychol.

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IntroductionParticipating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers’ engagement in an individual community, little is known about the multi-competing brand community engagement.MethodsThis paper explores the manifestation, categories, motivational drivers, and consequences of consumers’ MBCE through two studies using two different methodologies to fill this gap.ResultsBy using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers’ product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention.DiscussionThis article enriches the brand community literature and provides important implications on managing brand communities in a competing environment.

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Section: Theoretical Contributionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Understanding the consumers’ multi-competing brand community engagement: A mix method approach

Liao²,

Li³

et al. 2023

Front. Psychol.

Self Cite

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“…As a relatively new phenomenon, social commerce has evolved quickly in practice and academic research (Xiao et al, 2015;Ko, 2020;Liao et al, 2022). The social commerce community is a marriage of transactional and social that enables its members to get their fans and followers shopping by making the whole selling process social.…”

Section: Findings and Contributionsmentioning

confidence: 99%

How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution

et al. 2023

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The fact that most buyer–seller ties in the social commerce community are easy to form but hard to keep has brought the “social bubble” into social commerce. Following the literature streams of network closure and social commerce and based on the longitudinal dataset of an online social commerce community over a year, this article explores the buyer–seller ties evolution in the social commerce community through two stages, that is, ties emergence versus ties persistence. In this study, the authors build a hazard model and estimate with a semiparametric partial likelihood method. Our results show an asymmetric effect of network closure mechanisms across different stages of buyer–seller ties evolution. In the early stage of buyer–seller ties, due to the information asymmetry, buyers usually rely on informative signals that either reflect the “popular others” (i.e., the popularity and content sharing) or the “ideal self” (i.e., the value homophily and status homophily) to form ties with sellers, which makes the community more “transactional.” As very few ties can survive through the periods of 3 months or more, the normative social influence, which relies heavily on the structure of extant relationships among community members, becomes the dominant driver of ties persistence, which makes the community more “social.” This study contributes to the ongoing research of network analysis and social commerce. It provides valuable tactics to sellers who want to develop long-term relationships with buyers in the social commerce community.

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“…Liao et al conducted a quantitative study to examine how factors (e.g., information value) influence consumers’ swinging behavior and cultivates brand loyalty. It was found that information value, social interaction value and self-presentation value had significantly positive impacts on consumers’ brand community-swinging, which further fosters brand loyalty [ 42 ]. Bolye et al examined the accuracy of self-reported computer-specific time on multiple social media platforms and evaluated the influencing factors of reported accuracy based on platform swinging context [ 43 ].…”

Section: Introductionmentioning

confidence: 99%

A Qualitative Research on Usage Intention and Platform Swinging Behavior of Anonymous Social Applications “Soul”

Song

2022

Behavioral Sciences

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By iheriting online natural properties, anonymous social media (ASM) applications have become popular and have attracted large amounts of mobile users (e.g., the youth) who can construct new identities for role-play and show themselves in anonymous ways. In order to investigate the influencing factors toward usage intention (UI) and platform swinging (PS) behavior among anonymous social applications, we choose one of the most active ASM App “Soul” as the example in China and then conducte a semi-structured interview with 23 valid Soul users using qualitative methods. The results show that the factors, i.e., perceived usefulness, perceived ease of use, perceived privacy riskiness, perceived anonymity, subjective norms, emotional attachments, and perceived interactivity, indeed affect UI among Soul users via online communication. Moreover, we find that PS behavior is ubiquitous among interviewees and mainly depends on diversified needs, which consist of nine dimensions including different position and function among apps, usage comparison, friend migration, etc. Nearly 80% of interviewees believe that there exists a relationship between UI and PS, which can be described as a inverted U-shaped curve, i.e., the higher or lower UI, the less probability of PS. For the individuals’ social media usage behavior, a closed loop “Attitude–Intention–Behavior” is summarized. By conducting qualitative research, we intend to provide some insights and deepen the understanding of UI among ASM users in daily life.

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Understanding the antecedents and outcomes of brand community-swinging in a poly-social-media context: a perspective of channel complementarity theory

Cited by 13 publications

References 90 publications

Understanding the consumers’ multi-competing brand community engagement: A mix method approach

Understanding the consumers’ multi-competing brand community engagement: A mix method approach

How to achieve sustainable buyer–seller relationship in social commerce? The effect of network closure on ties evolution

A Qualitative Research on Usage Intention and Platform Swinging Behavior of Anonymous Social Applications “Soul”

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