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1 – 10 of over 56000Juhee Kang, Liang (Rebecca) Tang and Ann Marie Fiore
The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online…
Abstract
Purpose
The purpose of this paper is to investigate the impact of members’ active participation in customer–brand relationships, considering brand trust and brand commitment in an online community context. It also investigates the moderating effect of monetary sales promotions in building and maintaining customer–brand relationships.
Design/methodology/approach
This study is based on an online survey sent to Facebook users who have been engaging with restaurants’ brand pages on Facebook. The empirical data analysis was conducted using structural equation modeling.
Findings
Results revealed that members who actively participated in activities on restaurant, Facebook fan pages were likely to feel that the brands were trustworthy and developed commitment toward the brands. The moderating effect of monetary sales promotions between active participation and brand trust was supported. In particular, active participation was more likely to generate brand trust for members who had less interest in monetary sales promotions on restaurant Facebook fan pages.
Practical implications
This study provides practical implications for restaurant marketers on the applications of Facebook as a branding tool. Marketers are advised to identify active members who can contribute to the maintenance of the community by encouraging active communication and engaging in marketing activities. As active participants are critical to the success of a restaurant Facebook page, marketers are encouraged to develop marketing strategies that can generate members’ interest and increase participation in a marketing campaign.
Originality/value
Although Facebook has been widely used to improve customer–brand relationships in the food service industry, research on the effect of an online community scares. The study proposes a conceptual model to examine the role of active participation in customer–brand relationships and the role of monetary promotions in enhancing customer–brand relationships. Management and marketing strategies for practitioners in the food service industry are suggested.
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Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between…
Abstract
Purpose
Building upon uses and gratifications (UG) theory and social exchange theory, the current study establishes a theoretical model to examine the underlying relationship between customer motivations, active participation and electronic word-of-mouth (e-WOM) and purchase intentions on WeChat.
Design/methodology/approach
The data were gathered in a web-based survey of 301 WeChat users in mainland China. To empirically verify the proposed hypotheses, confirmatory factor analysis (CFA) and structural equation modeling (SEM) were employed using online data.
Findings
Path analysis outcomes demonstrate that functional, hedonic and social motivations positively affect WeChat users' active participation. In addition, active participation significantly influences e-WOM intention while showing no correlation with purchase intention.
Research limitations/implications
Theoretically, this article can enrich the extant system of relevant theories and offer a fresh perspective for further research on the generation of consumers' e-WOM intention and purchase intention in the WeChat context. Practically, the research outcomes provide insight for companies on how to motivate customers to participate in online activities, which subsequently improve WeChat users' willingness in conducting e-WOM communication and making purchase decisions.
Originality/value
Although mobile social media could serve as an influential marketing vehicle for individuals' engagement in social and commercial activities in today's mobile-matured environment, the substantial impact of active engagement on the relationship between customer motivation and purchase intention remains insufficiently explored. The outcomes not only contribute to the current body of knowledge, but also offer several managerial guidance for companies that pay attention to mobile social media marketing in a contemporary mobile media-saturated society.
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K.M. Rabiul Karim and Chi Kong Law
Microcredit has become a popular tool for women's socioeconomic development across the globe. The purpose of this study is to examine the influences of gender ideology on women's…
Abstract
Purpose
Microcredit has become a popular tool for women's socioeconomic development across the globe. The purpose of this study is to examine the influences of gender ideology on women's microcredit participation and their status within the household in rural Bangladesh.
Design/methodology/approach
The study adopted a cross‐sectional design. Data were collected from 342 randomly selected married men in five northwest villages. A path analysis was conducted to test the hypothesized model.
Findings
Almost 52 percent of the married women were microcredit‐borrowers. However, in 81 percent of cases the loans were fully controlled by their husbands. This study indicates that low socioeconomic status influences women borrowing loans while conservative gender ideology constrain them from using the loans. It also appears that their husbands' liberal gender ideology facilitates women's use of loans (active microcredit participation), which in turn improves their status as household co‐breadwinner.
Research limitations/implications
Though the study is based on men's reports and also correlational (not inferential) by nature, it provides a comprehensive understanding about the way microcredit intervention has been practiced in rural Bangladesh. This may have significant policy and practical implications.
Practical implications
The study discuses under what conditions microcredit intervention can contribute to improve women's status in rural Bangladesh. It is recommended that microcredit intervention should address patriarchal ideology by creating an environment where people may have a chance to re‐think the importance of women's roles and contributions.
Originality/value
The study is original in the linking of theory, policy and practice in the context of patriarchal ideology and microcredit interventions for enhancing women's status in rural Bangladesh.
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Mudit Kumar Singh and James Moody
The purpose of this paper is to find theoretical and practical linkages between social capital, network and community participation. The study examines the role of popular social…
Abstract
Purpose
The purpose of this paper is to find theoretical and practical linkages between social capital, network and community participation. The study examines the role of popular social capital and its forms in shaping community participation under the influence of socioeconomic status of individuals.
Design/methodology/approach
The paper uses household survey data (N = 135) from select north Indian villages to assess the role of social capital and individuals’ networks (measured through their network size) in participation. The participation is measured in terms of attendance and vocal participation.
Findings
The study finds significant evidence that the networks do not play a uniform role in collective participation. The elitist form of social capital exists in the community which can leverage the networks to their benefit, whereas many people, despite large network size, cannot actively participate. Social capital and networks are not entirely conducive for collective participation and favours a few in the community. Additionally, networks do facilitate information flow but do not help in achieving active engagement. Hence, the peer effect is not truly reflected in vocal participation all the time, especially in local governance context.
Research limitations/implications
The conclusion of the study is based on small sample size from seven villages. Nonetheless, in light of the supporting literature available, it provides useful insights and triggers important questions that need microscopic analysis under the macroscopic umbrella of social capital.
Practical implications
On policy fronts, takeaway from this paper can be used for policy and law formulation for lower strata of the society such as labour law formulation and labour behavioural practices in community participation.
Social implications
The research findings can be utilized for the emerging applications of social networks in understanding local governance and community engagement in developing societies.
Originality/value
This research has used a novel field experiment conducted by one of the authors himself. The empirical assessment of social capital and networks in local governance can be replicated elsewhere to study participation in other societies as well. In terms of policy, the research underscores the need of using social capital notion while assessing the community engagement in local governance.
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Anupama Vohra and Neha Bhardwaj
The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of customer…
Abstract
Purpose
The purpose of this study is to outline a conceptual framework for customer engagement in the context of social media for emerging markets. Three competing models of customer engagement were identified and tested to arrive at the best suited model for the given contexts. The alternative conceptual frameworks involve the constructs of active participation, community trust and community commitment in relation to customer engagement.
Design/methodology/approach
Data were collected using questionnaires sent via e-mail to respondents. Structural equation modelling was then used to arrive at the best suited model, while also empirically testing for the relationships among the constructs.
Findings
The study, by way of an empirical comparison of alternative conceptual frameworks, presents a customer engagement framework best suiting the social media context for emerging markets. The study also outlines active participation, community trust and community commitment to be acting as antecedents to customer engagement. Further active participation is identified as a necessary antecedent to customer engagement based on the comparative assessment of the frameworks.
Research limitations/implications
While there is not much consensus on the nature of customer engagement, the study offers insights to marketers in terms of managing customer engagement with their brand communities. The study identifies the role and importance of inducing active participation in a brand community context. Further, it also identifies community trust and community commitment to be occurring as antecedents to customer engagement, with commitment implying for a more pronounced role in the framework.
Originality/value
There is no consensus among researchers regarding the nomological network surrounding customer engagement. Further, very few of these studies have focussed on this construct in the context of emerging markets. This study thus attempts to close the above gap, by testing for alternative conceptual frameworks involving customer engagement, in the context of social media for emerging markets.
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Babak Taheri, Shahab Pourfakhimi, Girish Prayag, Martin J. Gannon and Jörg Finsterwalder
This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of…
Abstract
Purpose
This study aims to investigate whether the antecedents of co-creation influence braggart word-of-mouth (WoM) in a participative leisure context, theorising the concept of co-created food well-being and highlighting implications for interactive experience co-design.
Design/methodology/approach
A sequential mixed-method approach was used to test a theoretical model; 25 in-depth interviews with cooking class participants were conducted, followed by a post-experience survey (n = 575).
Findings
Qualitative results suggest braggart WoM is rooted in active consumer participation in co-designing leisure experiences. The structural model confirms that participation in value co-creating activities (i.e. co-design, customer-to-customer (C2C) interaction), alongside perceived support from service providers, increases consumer perceptions of co-creation and stimulates braggart WoM. Degree of co-creation and support from peers mediate some relationships.
Research limitations/implications
Limited by cross-sectional data from one experiential consumption format, the results nevertheless demonstrate the role of active participation in co-design and C2C interactions during value co-creation. This implies that co-created and co-designed leisure experiences can intensify post-consumption behaviours and potentially enhance food well-being.
Practical implications
The results highlight that integrating customer participation into service design, while also developing opportunities for peer support on-site, can stimulate braggart WoM.
Originality/value
Extends burgeoning literature on co-creation and co-design in leisure services. By encouraging active customer participation while providing support and facilitating C2C interactions, service providers can enhance value co-creation, influencing customer experiences and food well-being. Accordingly, the concept of co-created food well-being is introduced.
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The purpose of this paper is to investigate the role of overall satisfaction in the relationship between active participation and consumer behaviors that benefit hotels. It also…
Abstract
Purpose
The purpose of this paper is to investigate the role of overall satisfaction in the relationship between active participation and consumer behaviors that benefit hotels. It also addresses the importance of active members in estimating the effectiveness of online brand communities in social media marketing.
Design/methodology/approach
This study used a convenient sampling method to collect data from individuals who were or currently are members of hotel Facebook pages. The empirical data were analyzed using structural equation modeling.
Findings
The findings indicate that active members are likely to be satisfied with community participation and developed positive behaviors that benefit hotel Facebook pages, specifically willingness to promote the community to others and modify purchasing and information-searching behaviors.
Practical implications
This study provides practical implications for Facebook marketers of hotels. It emphasizes the value of Facebook pages as an effective marketing tool for hotels. Marketers are advised to identify members’ needs, create special offerings that accommodate those needs, and effectively communicate and share information with members in order to increase the level of satisfaction of members of online communities.
Originality/value
The importance of active participation and satisfaction for creating positive behaviors other than loyalty among members of hotel Facebook pages has been under-addressed. This study extends the existing research model of community participation in consumer-brand relationships by using satisfaction, community promotion, and behavioral changes to highlight the benefits of hotel Facebook pages.
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Carla Sofia Martins and Lia Patrício
This article seeks to contribute to a better understanding of company social networks (CSNs), which constitute people connected to a company or brand through a social networking…
Abstract
Purpose
This article seeks to contribute to a better understanding of company social networks (CSNs), which constitute people connected to a company or brand through a social networking site. To this end, the research addresses both participation goals and CSN attributes that drive participation in CSNs.
Design/methodology/approach
With a grounded theory approach, this research begins with an exploratory study of the page maintained by a large retailer for six months, followed by a qualitative study featuring in-depth individual interviews and focus groups with 26 members of the CSN.
Findings
The results highlight differences between CSNs and other types of online communities (OCs). Members rely on the company to help them achieve their goals; few count on their CSN peers, with whom they maintain weak ties. Unlike in brand communities (BCs), most members are not enthusiasts but instead engage in a pragmatic relationship with the brand.
Practical implications
CSNs can create value for both the host company and its members; active management is necessary to unlock that potential. The implications for CSN management include strategies to foster participation and increase value for companies and members.
Originality/value
Although the previous research has studied OCs, specific research on CSNs is scarce. This study characterizes CSNs and provides details regarding participation factors in this new context, as well as relevant implications for CSN management and service research.
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Silvia Sanz-Blas, Enrique Bigné and Daniela Buzova
The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing…
Abstract
Purpose
The purpose of this paper is to analyse the impact of the following variables: brand fan page dependency; parasocial interaction; attitude towards brand fan pages in enhancing users’ participation in Facebook as a mobile social network (m-WOM).
Design/methodology/approach
An empirical study was carried out by means of online interviews with structured questionnaires. To analyse the data, and estimate the hypothesised relationships in the theoretical model, the partial least squares equation modelling was used.
Findings
The results of the study indicate that accessing brands’ mobile Facebook fan pages can satisfy the needs of understanding, orientation and play. These needs, in turn, influence users’ attitude, as well as their active and passive participation. Besides, users’ active participation in brands’ fan pages is enhanced by the direct and positive influence of attitude and passive participation.
Practical implications
This research enables brands to know which aspects to highlight in their communication strategies in order to increase the user’s active participation and generate m-WOM. Brands need to post information which is not only relevant, but also entertaining and visually attractive. Furthermore, they should foster the user-brand interaction to achieve users’ engagement with the brand.
Originality/value
The contribution of the present research is threefold. First, it offers a new perspective in explaining eWOM participation in mobile settings based on social networks. Second, it is argued that dependency is a key driver in explaining m-WOM. Lastly, integrating parasocial integration in the authors’ model highlights the communication nature of the word-of-mouth process.
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