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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Does size matter? an examination of small and large web based brand communities
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.
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Fifteen years of customer engagement research: a bibliometric and network analysis
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.
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How brand-stakeholder dialogue drives brand-hosted community engagement on social media: A mixed-methods approach
Xinyan Zhao,Yi‐Ru Regina Chen +1 more
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.
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How Do Customers Engage in Social Media-Based Brand Communities: The Moderator Role of the Brand's Country of Origin
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Opera participants' perceptions of brand resonance
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.
References
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Me, my brand and I: Consumer responses to luxury brand rejection
Dina Khalifa,Paurav Shukla +1 more
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Brand advocates – an apple phenomenon? an exploratory study on brand advocacy amongst apple consumers
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