Abstract
The study focuses on the relationships between social motivational engagements, brand community commitment and repurchase intentions across marketer-generated and customer-generated online brand communities. The current study demonstrates that online brand community commitment mediates the effects of all the six motivational engagements (self-expression, connecting, helping, like-minded discussions, seeking assistance, and validation) on repurchase intention. The type of online brand community does not moderate any relationships between social motivational engagements and brand community commitment as expected. However, the current study demonstrates that the moderator affects the link between brand community commitment and repurchase intention indicating moderated mediation. In other words, the relationship between the two constructs becomes stronger in the marketer-generated online brand community. Consequently, the type of online brand community affects the links between the six social motivations and repurchase intention. Specifically, the effects of the six motivations on repurchase intention become stronger in the marketer-generated online community.
Highlights
The World Wide Web has become interactive, which resulted in a rise in the number of online brand communities (Madupu & Cooley, 2010; Schau et al, 2009; Arvidsson & Caliandro, 2016; Park & Kim 2014; Tsimonis, & Dimitriadis, 2014) which allow people to get information and interact with brand owners as well as other customers of the brand from all over the world. (Gabisch & Gwebu, 2011; Brodie et al, 2013)
To fill this research gap, the present study focuses on the following research question: what are the links between social motivational engagements, brand community commitment and repurchase intention across two types of online brand communities: marketer-created and customer-created
As brand community commitment is a mediator, the current study employs the approach suggested by Baron and Kenny in order to test whether mediation is full or partial (Baron & Kenny, 1986)
Summary
The World Wide Web has become interactive, which resulted in a rise in the number of online brand communities (Madupu & Cooley, 2010; Schau et al, 2009; Arvidsson & Caliandro, 2016; Park & Kim 2014; Tsimonis, & Dimitriadis, 2014) which allow people to get information and interact with brand owners as well as other customers of the brand from all over the world. (Gabisch & Gwebu, 2011; Brodie et al, 2013). Barnes and Matsson (2008) determined that interactive members of community are those people who actively exchange information, ideas and opinions in the online brand community In most cases, they are loyal customers and they have social motivational engagements in order to communicate with other brand admirers (Dennis & Fowler, 2005). Both interactive and non-interactive participation are very significant for building and managing strong online brand communities As it was already clarified by different authors, only those members who participate in the interaction of the community have social motivational engagements, and it is the biggest method of being involved in this virtual platform (Muñiz & O’Guinn, 2001; Madopu & Cooley, 2010). H13: Online brand community type moderates the relationship between validation and brand community commitment
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
