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Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections

Soyeon Kwon (Division of Digital Business, College of Global Business, Korea University, Sejong, Republic of Korea)
Sejin Ha (Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, Tennessee, USA)

Journal of Research in Interactive Marketing

ISSN: 2040-7122

Article publication date: 1 February 2022

Issue publication date: 25 January 2023

1127

Abstract

Purpose

This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs).

Design/methodology/approach

An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling.

Findings

Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs.

Originality/value

This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.

Keywords

Acknowledgements

Funding: This work was partially supported by funds provided by Korea University.

Citation

Kwon, S. and Ha, S. (2023), "Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections", Journal of Research in Interactive Marketing, Vol. 17 No. 1, pp. 78-93. https://doi.org/10.1108/JRIM-07-2021-0183

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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