Understanding value co-creation in virtual communities: The key role of complementarities and trade-offs

López, Nuria Rodríguez

doi:10.1016/j.im.2021.103487

Cited by 26 publications

(8 citation statements)

References 73 publications

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“…Prior studies have also focused mainly on the business-tobusiness (B2B) business model (Tao & Wei, 2019;Rubio et al, 2020;Rodríguez-López, 2021), and they comprise a limited contribution to the B2C model, and we found a gap in the research on C2C communities. As these dynamics of online communities are a significant shift in this paradigm, there is an extensive need to research this area (Kao et al, 2020;Khan et al, 2021e;Khan et al, 2021f).…”

Section: Introductionmentioning

confidence: 82%

How does consumer-to-consumer community interaction affect brand trust?

Tabish

Thomas

Rehman

et al. 2022

Front. Environ. Sci.

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This article seeks to study how the extensive usage of social networking sites (SNSs) and interaction in consumer-to-consumer (C2C) communities influence brand trust. Social networking sites have impacted internet commerce in a technologically advanced era; it connects global users. Social media ads have changed our thinking; new market trends are reshaping the business industry. This study empirically investigates a model based on media richness theory and social capital theory. Using data collected from users who conducted transactions on these sites, a theoretical model was developed to analyze the inspirations behind trust. The results show that Instagram’s media-rich platform enhances social capital and a sense of virtual community between its members, affecting trust. Instagram usage intensity does not immediately affect brand trust, but it has an indirect effect; community trust also positively influences brand trust. This study defines the role of a sense of virtual community (SOVC) and social capital (SC) in C2C communities only. This study delivers insights to managers on how to increase brand trust via SNSs. Prior studies on social commerce do not apply to C2C communities on social media platforms, especially Instagram. This study presents a novel standpoint of social capital and media richness structures as precursors of brand trust in C2C communities.

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Section: Introductionmentioning

confidence: 82%

How does consumer-to-consumer community interaction affect brand trust?

Tabish

Thomas

Rehman

et al. 2022

Front. Environ. Sci.

View full text Add to dashboard Cite

show abstract

“…Firms are using social media in every possible way to promote brands, boost engagement, and influence consumers to buy their products. Social media offers dedicated brand pages, virtual communities, online marketing, an online marketplace, and many more avenues for firms and consumers to inform, interact, and make purchase decisions (Mangold & Faulds, 2009; Rodríguez‐López, 2021; Wang et al, 2021). This growth in social media activities has given the ability to some individuals to influence their followers with unique content that they create and share on their profiles.…”

Section: Introductionmentioning

confidence: 99%

Social media influencers and consumer engagement: A review and future research agenda

Pradhan

Kishore

Gokhale³

2023

Int J Consumer Studies

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The rise of social media influencers (SMIs) in the recent decade garnered wide interest from academicians and marketers. Academicians try to understand the effect of influencers on consumer behaviour, while marketers use influencers as part of their strategy to achieve marketing objectives. Although, plenty of practical and conceptual research is available in this area, literature reviews in the domain of SMIs and consumer engagement are scarce as it is still developing, and most of the studies have focused on these two concepts separately. In this study, the authors attempted to combine and understand how social media influencers affect consumers engagement. This systematic review of the literature offers a comprehensive view of previous research on social media influencers and consumer engagement. The study reviewed articles published in the Australian Business Deans Council (ABDC), Scopus, and Web of Science indexed journals till 5 June 2021. To understand consumers' engagement with SMIs, authors identified and theorized the antecedents, decision and outcome of such engagement. It also discusses the influencer‐follower parasocial relationship on different social media platforms. The study proposes an integrated conceptual framework that can be further used to test and validate the impact of social media influencer's marketing efforts on consumer engagement. This framework also may serve as a foundation for marketers to develop effective influencer strategies for brand promotions. The review concludes the discussion by highlighting theories, methodology, and context of studies conducted by past researchers.

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“…By leveraging advanced technology and drawing from the information on user groups, the platform aggregates user groups with similar preferences to facilitate consumer decision-making. Ultimately, there seems to be increasing concord among branding scholars, which is more aligned to the multi-stakeholder perspective of a brand as a social process, a notion that was first significantly presented by Merz, He and Vargo (2009), thus paving the way for more studies aimed at a better conceptualization of the multi-stakeholder perspective while producing models whose applicability spans various contexts (Rodríguez-López, 2021;Sarkar & Banerjee, 2021).…”

Section: Introductionmentioning

confidence: 99%

Brand Value Co-creation Revisited: A Critical Review of Studies

Okoeguale

2023

Acad. J. Interdiscip. Stud.

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In the social world, brand value co-creation is described as an essential activity of market leaders that defines the growth and development of industries. This study explores the existing conceptualisation of brand value co-creation, and suggests reasons for co-creating brand value. For the purpose of a germane background, the study conducted a conceptual and empirical review of brand value co-creation. The study concludes that in order to remain relevant, successful and sustainable in a highly competitive environment, companies should strive to build brands by leveraging the potential of co-creating brand value. The novelty of this research lies in its logical establishment of the reasons of brand value co-creation- innovation, resource integration, relationship building, collaboration, customer satisfaction, and brand equity. Finally, the article proposes a conceptual model that highlights the reasons and categories of brand value co-creation. This article also contributes systematically to evolution of the field of brand value co-creation and identifies opportunities for further research that indicates its pertinence to brand management. Received: 16 December 2022 / Accepted: 28 February 2023 / Published: 5 March 2023

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Understanding value co-creation in virtual communities: The key role of complementarities and trade-offs

Cited by 26 publications

References 73 publications

How does consumer-to-consumer community interaction affect brand trust?

How does consumer-to-consumer community interaction affect brand trust?

Social media influencers and consumer engagement: A review and future research agenda

Brand Value Co-creation Revisited: A Critical Review of Studies

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