A Receiver Perspective on Knowledge Sharing Impact on Consumer-Brand Relationship in Virtual Communities.

Jiemei Zhang,Bei Lyu,Shaojing Qi

doi:10.3389/fpsyg.2021.685959

Abstract

The virtual community offers groups of consumers a knowledge-shared platform, wherein shared brand information influences the brand cognition of others. Using stimulus–organism–response (SOR) model, this study constructs a research framework for the influence of knowledge sharing on consumer–brand relationship in virtual communities. The empirical analysis shows that knowledge-sharing quality has significant positive effects on the sense of virtual community, as does the sense of virtual community on the consumer–brand relationships. This study supports the strengthening of consumer–brand relationships and the enrichment of following research on knowledge sharing of the consumer in virtual communities. Thus, companies should encourage consumers to actively participate in brand activities and focus on the development of consumer–brand relationships during participation in brand promotion.

Highlights

Since the late 1990s, the phenomenal emergence of e-commerce has revolutionized the shopping experience, providing consumers with unprecedented convenience in online shopping
Cheung et al (2020) collected data from 187 experienced users of Brazilian social media, and the results showed that consumer–brand participation has an impact on the intentions of consumers to co-create brand value and bought back
The results showed that the mediating effects of sense of membership on knowledge-sharing quality, intimacy, satisfaction, and self-coupling, and the judgment method were 0.31, 0.24, and 0.32, respectively, accounting for 52.54, 39.34, and 47.06% of the total effects

Summary

Introduction

Since the late 1990s, the phenomenal emergence of e-commerce has revolutionized the shopping experience, providing consumers with unprecedented convenience in online shopping. The Report of China’s Internet Development, issued by CNNI in August 2019, shows that Chinese online shopping and payment accounted for 74.8% of e-commerce sales in China. With the increasing popularity of online shopping, online reviews have a growing impact on consumer purchasing decisions (Sun et al, 2020). Lead to the gradual decline of consumer–brand loyalty and making brand management more difficult. Consumer behavior and interaction may exist in real life, may exist in the virtual world of small groups, consumer participation in brand information production, and consumption and dissemination as the norm. The establishment of high-quality consumer-brand relationships, strengthen brand awareness, is an important way to improve the competitiveness of enterprises (Fu, 2021)

Methods

Findings

Discussion

Conclusion