Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration

Abstract

This study aims to investigate how social capital can promote customer value co-creation behavior in Online Brand Communities (OBCs). It further explores the mediating role of member inspiration and two moderating variables (perceived visible heterogeneity and perceived value homogeneity) on this process. The study employs Structural equation modeling with a sample of 502 OBC respondents to test the proposed model. Our results demonstrate that social capital influences customer value co-creation behavior directly and indirectly through member inspiration. Furthermore, both perceived visible heterogeneity and perceived value homogeneity positively moderate the relationship between social capital and customer value co-creation behavior. The findings offer practical insights for brand managers in effectively cultivating social capital to promote customer value co-creation behavior by stimulating member inspiration. This study extends past value co-creation research in OBCs through social capital lens. Also, it shows the consumer psychological process by which social capital potentially promote value co-creation through member inspiration. Lastly, it highlights the moderating effects of visible heterogeneity and value homogeneity on the association between social capital and member inspiration.