Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Community

Liu, Jiaqi; Zhang, Zhenping; Qi, Jiayin; Wu, Hong; Chen, Manyi

doi:10.3390/su11164461

Cited by 20 publications

(11 citation statements)

References 130 publications

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“…In OBCs, concrete plans should be adopted to promote an affiliative and self-enhancing humorous atmosphere, with some well-organized funny activities taking place regularly, such as contests to create short comedic videos. Due to the importance of key opinion leaders during information diffusion, managers need to fuel the participatory desires of these influencers, characterized by interactivity, authority and activity (Liu et al , 2019), and implement incentives for their high-quality humor content generation. Furthermore, owing to an emotional contagion process among members, light-hearted and funny topics, such as sharing humorous stories, should be scheduled to encourage intermember emotional responses.…”

Section: Discussionmentioning

confidence: 99%

Effects of humor climate within online brand community

Yang

Cai

2021

MIP

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PurposeThis study examines the effects of the online brand community's (OBC) humor climate on the value cocreation (VCC) behavior of consumers using the affective events theory. It also evaluates the serial mediating roles of positive emotions and brand engagement and the moderating effect of membership duration.Design/methodology/approachThe authors collected data from 601 Chinese consumers of OBCs using an online questionnaire survey and applied structural equation modeling to analyze the data.FindingsThe authors found a positive relationship between OBC humor climate and VCC behavior, which was mediated by positive emotions and brand engagement. Additionally, there was a serial mediation effect of these two variables. The influence of the OBC humor climate on positive emotions was stronger for short-term members than long-term ones.Practical implicationsThis research contributes toward OBC management and VCC marketing strategy for constructing brand equity.Originality/valueThis study is among the first to focus on the significance of the OBC humor climate, thus enriching the OBC literature and providing a new perspective on how to facilitate VCC behavior. It also broadens the application of the affective events theory in marketing.

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Section: Discussionmentioning

confidence: 99%

Effects of humor climate within online brand community

Yang

Cai

2021

MIP

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“…(2019) found that the organizational innovation atmosphere can promote the knowledge-sharing behavior of employees. Liu et al. (2019) found that the activity of virtual community affects knowledge-sharing.…”

Section: Theoretical Basismentioning

confidence: 99%

Analysis of influencing factors of online community knowledge-sharing from the perspective of the platform environment

Xie

Zhang

2022

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PurposeThe number of online communities has increased rapidly with the development of the Internet. Although these communities provide users with knowledge-sharing channels, the enthusiasm of the users for participation remains low. Ecosystem theory, social cognitive theory, and some other theories emphasize the importance of environmental factors and hypothesize that the behavior of users is affected by personal factors and environmental factors. In this study, the authors investigated the impact of platform environmental factors on knowledge-sharing behavior and improved the platform environment construction of online communities.Design/methodology/approachFirst, the authors analyzed the influencing factors of online community knowledge-sharing from the perspective of the platform environment, constructed a research model, and proposed relevant hypotheses. Then, the authors designed a questionnaire and conducted a survey, and finally tested the hypotheses by using the method of structural equation model.FindingsThe results showed that community trust, community management, community incentive, community atmosphere, and community information protection had a significant positive impact on community knowledge-sharing behavior. Community trust played a significant intermediary role in the relationship between community management, community incentive, community information protection, and knowledge-sharing behavior; community information protection only affected knowledge-sharing behavior through community trust. Additionally, community atmosphere did not directly affect knowledge-sharing behavior through the intermediary of community trust.Practical implicationsThis study showed that theoretical supplements and practical guidance are significant for conducting research and managing knowledge-sharing in the online community. They help community managers pay more attention to the construction of an online community platform environment.Originality/valueIn this study, the authors analyzed the influencing factors of online community knowledge-sharing from the perspective of the platform environment and introduced community trust as an intermediary variable. The research perspective and model of this study are novel to some extent.

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“…The social capital theory comes with a provision to generalise insights into the process influencing the continuation of interpersonal relationships and is often applied to analyse user attitude and intention, especially in the area of sharing information to influence other people’s intentions (Chiu et al , 2006). The crux of the theory rests on the need to address the individual members’ resources (Liu et al , 2019). Additionally, opinion leaders have expertise and resources to guide the international students in choosing a sustainable university that suits their demands as customers.…”

Section: The Influence Of Opinion Leaders On Students’ Intention To S...mentioning

confidence: 99%

The influence of sustainable branding and opinion leaders on international students’ intention to study: a case of Universiti Sains Malaysia

Saleh

Kassim

Tukur

2021

IJSHE

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PurposeThis paper aims to investigate the relationship between a sustainable university brand and the intention of international students to study at Universiti Sains Malaysia (USM), one of Malaysia’s premier universities. Moreover, the study explored the moderating effect of opinion leaders on the intention of international students to study at USM. Design/methodology/approachA survey involving 391 international students was conducted using a self-assessment questionnaire, data from which were analysed using partial least squares structural equation modelling. FindingsEmpirical data show that USM’s sustainability brand had a positive impact on international students’ intention to study at the university, but opinion leaders had no significant sway in influencing this decision. This finding could be attributed to USM’s established reputation as a sustainable university, which helps cement its standing as the top choice for international students. Research limitations/implicationsThis research only focussed on international students at one Malaysian university. Hence, the findings are not generalisable, in particular, to illuminate the experiences of students at non-Malaysian institutions, whose contexts are inevitably different than Malaysia’s. Practical implicationsThis study offered a dimensional insight into the university management on the pivotal branding of sustainability as one of the important tools for attracting international students to study at the university. In light of the findings, it is suggested that universities magnify their efforts to support the sustainable agenda, to help create a sustainable university brand that adds value to the interests of stakeholders. Originality/valueUniversities are continuously faced with challenges in terms of branding. Besides, not many universities are branded as sustainable universities despite the high involvement in sustainability-focused activities. Research has scarcely focused on the influence of the “sustainable university brand” on the marketing effort of the university to international students. In studies where this topic was highlighted, they focused on the opinion leader as the moderating influence of the choice of university amongst international students.

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Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Community

Cited by 20 publications

References 130 publications

Effects of humor climate within online brand community

Effects of humor climate within online brand community

Analysis of influencing factors of online community knowledge-sharing from the perspective of the platform environment

The influence of sustainable branding and opinion leaders on international students’ intention to study: a case of Universiti Sains Malaysia

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