Journal ArticleDOI
Investigating brand community engagement and evangelistic tendencies on social media
TLDR
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:
\nPurpose\nThis 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.\n\n\nDesign/methodology/approach\nThe 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.\n\n\nFindings\nThe 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.\n\n\nResearch limitations/implications\nThe sample for this study involves respondents active on different SMBCs, which may constrain uniformity in respondents’ experiences.\n\n\nPractical implications\nThe 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.\n\n\nOriginality/value\nThe 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.\nread more
Citations
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Fueling and cooling firestorms: how online community members enable and disable online negative e-WOM
TL;DR: In this article , the authors show how firestorms are enabled and can be disabled by online community members (OCMs), exploring the dissemination of negative electronic word-of-mouth (eWOM), the challenges in countering negative brand information and how brands can effectively communicate with OCMs to facilitate offsetting negative e-WOM.
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Revealing Differences in Brand Loyalty and Brand Engagement of Single or no Parented Young Adults
TL;DR: In this article , the authors reveal differences in brand engagement, brand loyalty and brand evangelism among single or no parented young adults in two Baltic States, namely, Lithuania and Latvia, served as an empirical basis of the study.
Journal ArticleDOI
Disengagement toward brand-based online communities: The role of culture
Aman Kumar,Amit Shankar +1 more
TL;DR: In this paper , the authors examined the dark side of online brand communities and found that perceived compatibility, inertia and social influence impact the users' disengagement intention toward online brand community.
The Effect of Customer Social Participation in Hotel Social Media Brand Communities on Consumer-Based Brand Equity and Advocacy
Yasser Abdel-Aty,Hytham Deraz +1 more
TL;DR: In this paper , the authors examined the impact of brand equity on customer brand advocacy and found that brand equity positively affects brand advocacy, while customer social participation (CSP) positively influences brand equity.
Journal ArticleDOI
Destination evangelism and engagement: Investigation from social media-based travel community
TL;DR: In this paper , a conceptual model depicting an interplay of unique constructs is tested using structural equation models to understand evangelism in the ecosystem of social media-based travel communities (SMTCs).
References
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Users of the world, unite! The challenges and opportunities of Social Media
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.
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PLS-SEM: Indeed a Silver Bullet
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.