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Journal ArticleDOI

Investigating brand community engagement and evangelistic tendencies on social media

TL;DR: The authors explored the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs) and examined the mediating role of brand evangelism between BCE and brand defence and between BCC and brand resilience.
Abstract: Purpose This study aims to explore the antecedents and outcomes of brand community engagement (BCE) in the context of social media-based brand communities (SMBCs). Moreover, the mediating role of brand evangelism between BCE and brand defence and between BCE and brand resilience is examined. Design/methodology/approach The data was collected using a questionnaire-based survey from 201 active members of various SMBCs. Partial least square based structural equation modelling is used to test the proposed conceptual model. Findings The results suggest that brand identification and brand prominence are the antecedents of BCE. BCE positively influence brand evangelism and brand defence. Furthermore, the finding suggests that brand evangelism mediates the relationship between BCE and brand defence and also between BCE and brand resilience. Research limitations/implications The sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences. Practical implications The insights provided by this study are useful in enhancing BCE with the SMBCs. The study highlights the role of brand evangelism in actively endorsing and defending the brands. The brand manager can promote brand evangelistic behaviour through meaningful engagement with SMBCs. Originality/value The study contributes to the literature of brand community engagement by focussing on its antecedents and outcomes in SMBCs. Further, this study adds to the branding literature by connecting two crucial streams of brand research: BCE and brand evangelism. The study also explores the mediating role of brand evangelism. It enhances the understanding of consumer-brand relationships in the context of SMBCs.
Citations
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01 Jan 2009
TL;DR: In this article, the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, evangelism, and community evangelism is investigated in online brand communities for newly hybridized roses, and the analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities.
Abstract: We investigate the causal relationship between brand community identification, brand affect, community loyalty, brand loyalty, brand evangelism, and community evangelism, developing a structural equation model set within the context of online brand communities for newly hybridized roses. The analysis considers size as a moderator for the relationships between constructs, comparing small and large web-based brand communities. Findings highlight that small communities operate differently from larger ones with regard to numerous aspects, and possess specific strengths and weaknesses. Members of small communities develop higher community loyalty; brand loyalty in small community stems more from community loyalty than from brand affect; small communities engage in word of mouth for the community more than in word of mouth for the brand. Managerial implications are addressed.

105 citations

Journal ArticleDOI
TL;DR: In this article, a pioneering bibliometric-and network analysis of the CE literature is presented, thus mapping the field of CE research and identifying important avenues for further CE research.
Abstract: Purpose - In recent years, customer engagement (CE) with brands, which has been shown to yield enhanced firm sales, competitive advantage, and stock returns, has risen to occupy a prominent position in brand management research and practice. Correspondingly, scholars have explored CE’s conceptualization, operationalization, and its nomological networks as informed by different theoretical perspectives. However, despite important advances, the intellectual structure of the overall corpus of CE research remains tenuous, as therefore explored in this paper. Design/methodology/approach - Based on this gap, this study deploys bibliometric- and network analysis to map CE’s literature-based landscape. Using bibliometric analysis, important CE-publishing journals, authors, and influential CE articles (2005-2020) are uncovered. Using network analysis, prominent CE themes are also unearthed. Findings - The results document key CE-publishing journals and authors, and their respective contributions to the literature. Five CE themes are also identified, including CE Measurement/Methods, Online CE, CE’s Value Co-creating Capacity, CE Conceptualization, and Customer/Consumer Brand Engagement. Further, an agenda for future CE research is provided based on the presented network analysis results. Practical implications - The reported findings generate important implications for brand managers. For example, the identified critical role of online (vs. offline) CE offers a range of strategic opportunities, as outlined. Originality/value - This paper offers a pioneering bibliometric- and network analysis of the CE literature, thus mapping the field. From the identified CE themes, important avenues for further CE research are also identified.

49 citations

Journal ArticleDOI
TL;DR: In this article , the authors investigated how digital brand-stakeholder dialogue (BSD) impacts online brand community engagement (OBCE) such as likes, shares, and comments on Facebook by revealing the underlying behavioral mechanisms and boundary conditions.

8 citations

Journal ArticleDOI
TL;DR: In this paper, a qualitative study of four opera focus groups, which included 24 participants with varying levels of attendance, was conducted to examine brand resonance and found that when customers have brand attachment and love, developed through intense experiences at the opera, facilitated by engagement with the brand, and community, then brand loyalty develops for the opera by intention to re-purchase.
Abstract: Brand resonance is a marketing concept under-explored in the performing arts context. This paper responds by analysing focus group findings from a large Opera group, "Big Opera([1])" (For research integrity and anonymity requirements of focus group research, the company pseudonym is Big Opera) on how decision-makers can enhance brand resonance. Opera patronage was dwindling before the COVID-19 pandemic, which was further crystallized during the pandemic. As the performing arts sector tries to revive, it is useful to understand how brand resonance concepts can be used to reinvigorate patronage at the opera. A qualitative study of four opera focus groups, which included 24 participants with varying levels of attendance was conducted to examine brand resonance. The study reveals that when customers have brand attachment and love, developed through intense experiences at the opera, facilitated by engagement with the brand, and community, then brand loyalty develops for the opera by intention to re-purchase. The paper contributes to the literature by making recommendations on how to enhance brand resonance thereby increasing attendance. Intense experiences at the opera and engagement can be enhanced by offering packaged deals, such as accommodation and dinner, or drinks and canapes packages, backstage access, the development of a social club, social media brand community and loyalty programs to increase brand loyalty.

6 citations

References
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Journal ArticleDOI
TL;DR: In this paper, the statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined, and a drawback of the commonly applied chi square test, in additit...
Abstract: The statistical tests used in the analysis of structural equation models with unobservable variables and measurement error are examined. A drawback of the commonly applied chi square test, in addit...

56,555 citations

Journal ArticleDOI
TL;DR: The extent to which method biases influence behavioral research results is examined, potential sources of method biases are identified, the cognitive processes through which method bias influence responses to measures are discussed, the many different procedural and statistical techniques that can be used to control method biases is evaluated, and recommendations for how to select appropriate procedural and Statistical remedies are provided.
Abstract: Interest in the problem of method biases has a long history in the behavioral sciences. Despite this, a comprehensive summary of the potential sources of method biases and how to control for them does not exist. Therefore, the purpose of this article is to examine the extent to which method biases influence behavioral research results, identify potential sources of method biases, discuss the cognitive processes through which method biases influence responses to measures, evaluate the many different procedural and statistical techniques that can be used to control method biases, and provide recommendations for how to select appropriate procedural and statistical remedies for different types of research settings.

52,531 citations

Journal ArticleDOI
TL;DR: In this paper, the authors provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development, and present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests.
Abstract: In this article, we provide guidance for substantive researchers on the use of structural equation modeling in practice for theory testing and development. We present a comprehensive, two-step modeling approach that employs a series of nested models and sequential chi-square difference tests. We discuss the comparative advantages of this approach over a one-step approach. Considerations in specification, assessment of fit, and respecification of measurement models using confirmatory factor analysis are reviewed. As background to the two-step approach, the distinction between exploratory and confirmatory analysis, the distinction between complementary approaches for theory testing versus predictive application, and some developments in estimation methods also are discussed.

34,720 citations

Journal ArticleDOI
TL;DR: A classification of Social Media is provided which groups applications currently subsumed under the generalized term into more specific categories by characteristic: collaborative projects, blogs, content communities, social networking sites, virtual game worlds, and virtual social worlds.

13,932 citations

Journal ArticleDOI
TL;DR: The authors conclude that PLS-SEM path modeling, if appropriately applied, is indeed a "silver bullet" for estimating causal models in many theoretical models and empirical data situations.
Abstract: Structural equation modeling (SEM) has become a quasi-standard in marketing and management research when it comes to analyzing the cause-effect relations between latent constructs. For most researchers, SEM is equivalent to carrying out covariance-based SEM (CB-SEM). While marketing researchers have a basic understanding of CB-SEM, most of them are only barely familiar with the other useful approach to SEM-partial least squares SEM (PLS-SEM). The current paper reviews PLS-SEM and its algorithm, and provides an overview of when it can be most appropriately applied, indicating its potential and limitations for future research. The authors conclude that PLS-SEM path modeling, if appropriately applied, is indeed a "silver bullet" for estimating causal models in many theoretical models and empirical data situations.

11,624 citations