Abstract
Purpose – The emergence and success of online brand communities in the marketplace have attracted considerable interest; this study seeks to determine the conditions in which people create social environments by investigating the drivers of connections to a focal online brand community and other brand communities. The purpose of this paper is to investigate the composition of multi-community networks, focussing on the density and centrality of brand communities. Design/methodology/approach – On the basis of insights from prior literature, the proposed model examines customers’ social relationships with multiple brand communities. A survey of 290 participants spans eight brand communities. The modeling process used structural equation modeling; the analysis of the social relationship among brand communities relied on an ego network approach. Findings – Two drivers prompt connections to other online brand communities. First, personal identification with a core brand community enhances connections to other communities. Second, some core brand members choose a functionality-driven approach in creating social environments. Practical implications – For marketers, this study highlights the importance of positioning the brand community as part of a social environment. To strengthen customer-brand relationships, marketers should focus on community members’ multiple memberships. Originality/value – This paper extends understanding of online brand community members’ motivations to participate in a focal brand community. It also explains the creation of a social environment, through a careful consideration of participation in different brand communities and their relationships.
Original language | English |
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Pages (from-to) | 777-806 |
Number of pages | 30 |
Journal | Journal of Service Management |
Volume | 26 |
Issue number | 5 |
DOIs | |
Publication status | Published - 19 Oct 2015 |
Keywords
- Brand community
- Customer brand-relationship
- Participation
- Personal identification
- Social environment
- Social identity
Fingerprint
Dive into the research topics of 'Online customer engagement: Creating social environments through brand community constellations'. Together they form a unique fingerprint.Prizes
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2015 Robert Johnston Award- Highly Commended Awards
Hammedi, W. (Recipient), 2015
Prize: Prize (including medals and awards)