The deeper, the better? Effect of online brand community activity on customer purchase frequency

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

Introduction

Participating 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.

Methods

This paper explores the manifestation, categories, motivational drivers, and consequences of consumers' MBCE through two studies using two different methodologies to fill this gap.

Results

By 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.

Discussion

This article enriches the brand community literature and provides important implications on managing brand communities in a competing environment.

Research on the formation mechanism of product contribution in online product communities: content contribution as a mediating variable

Purpose

Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

Design/methodology/approach

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

Findings

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Research limitations/implications

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

Originality/value

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

Do Critical Reviews Affect Box Office Revenues Through Community Engagement and User Reviews?

With advances in technology and the popularity of the Internet, consumers increasingly rely on various sources of electronic word-of-mouth (eWOM), such as online user reviews and critical reviews, in their decision-making processes. Despite general consensus on the importance of eWOM and the ability of critical reviews to influence product sales, very little is known about the mediation between critical reviews and user reviews. Therefore, we used path analysis to examine how critical reviews and user reviews simultaneously affect box office revenues using eWOM data collected from Metacritic.com and IMDb.com, and box office revenue information collected from BoxOfficeMojo.com. The results showed that critical reviews valence not only directly affects box office revenues but also increases active postings in the community and user reviews volume, thus indirectly leading to greater box office revenues. The study provides strategic guidance and practical implications for eWOM communication management.

Tracking the Path of the Green Consumer: Surveying the Decision-Making Process from Self-Transcendent Values to Supportive CSR Intentions

This paper examines the relationship between individual traits and values of consumers and their decision-making process pertaining to purchasing green products from companies with a strong commitment to corporate social responsibility (CSR). Guided by the theory of planned behavior (TPB), the main goal of this online survey (N = 463) is to understand the relationship between self-transcendent values, environmentalism, attitudes, norms, perceived behavioral control, intentions, and purchase frequency to better understand how consumers make green purchasing decisions. A structural equation model shows support for our predictions that self-transcendent values significantly and positively predict environmentalism, which in turn predicted the TPB variables. Interestingly, only attitudes towards purchasing green products were significantly predictive of purchasing products from companies with strong commitments to CSR, which subsequently predicted actual purchase frequency. We hope that our research will benefit scholars and practitioners by contributing to the work in CSR and environmental communication.

Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted to examine the proposed hypotheses, revealing that fan needs fulfillments—information, entertainment, social interaction, and monetary ones—had positive effects on BRQ. Further, BRQ was found to have positive effects on fans’ engagement behavioral intentions toward brands, including willingness to buy, member continuance intention, and electronic word of mouth intention. This study contributes to existing research that indicates a new mechanism of BRQ improvement via the social media-based brand community. Implications corresponding to the research findings as well as study limitations and future directions are also addressed.

The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

Investigation of Goodreads’ reviews: Kakutanied, deceived or simply honest?

Purpose

The purpose of this paper is to present an analysis of Goodreads’ user-generated book reviews from a linguistic perspective for insights into the psychological aspects of reviewers’ perceptions and behaviors. This examination of users’ language and perspectives may shed light on the role and value of user-generated reviews in complementing the traditional representation of resources and facilitating the discoverability of cultural objects.

Design/methodology/approach

This study involved a textual analysis of 474,803 unique reviews of Goodreads’ 2015 top-rated books generated by 9,335 Goodreads’ reviewers. In order to better understand the nuances of user-generated reviews, a content analysis was applied to 2,500 reviews of each of the five top-ranked titles in Goodreads’ Fiction Literature genre category.

Findings

The analysis of user-generated reviews demonstrates that language is a quite stable and reliable dimension across Goodreads’ users. The high rate of function words utilized, in particular I-words, coupled with positive emotion words, suggests that reviewers tended to convey their opinions in order to influence other individuals’ reading choices, or in Bourdieu’s (1985) terms, influence cultural production. In line with previous studies of user-generated reviews, the prevalence of positive reviews may also imply their unreliable nature. This study supports the importance of transparency regarding inclusion of user-generated reviews in traditional systems of knowledge representation, organization and discovery, such as WorldCat.

Originality/value

This study contributes to better understanding of linguistic characteristics of Goodreads’ reviews, including the role and value of user-generated reviews in complementing traditional representation of resources and facilitating discoverability of cultural objects.

The Effects of Institution-Based Trust on Community Commitments

This study investigates how institution-based trust affects community members' commitments toward their online communities. Drawing on trust and regulatory focus theory, our research model explains that institution-based trust (situational normality and structural assurance) influences members' community commitments and that members' regulatory foci (promotion- and prevention-focus) moderate the impacts of institution-based trust on community commitments. To test our research model, we surveyed 303 members of online communities. We find that structural assurance (not situational normality) positively affects members' community commitments. We also find that members' promotion-focused motivations moderate the relationship between situational normality and community commitments. This study suggests a theoretical framework to augment existing relationships of trust, motivation, and commitment research, emphasizing the role of institution-based trust provided by the community itself. This study also explains that online communities can sustain their competitive advantages with the community membership base by facilitating impersonal structures and functionalities of the community.