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Based on the perspectives of social capital, image motivation and motivation affordances, this paper explores the direct and moderation effects of different kinds of motivations (i.e. relationship-based motivation, community-based motivation and individual-based motivation) on users' continuous knowledge contributions in social question and answer (Q&A) communities.

The authors collect the panel data of 10,193 users from a popular social Q&A community in China. Then, a negative binomial regression model is adopted to analyze the collected data.

The paper demonstrates that social learning, peer recognition and knowledge seeking positively affect users' continuous contribution behaviors. However, the results also show that social exposure has the opposite effect. In addition, self-presentation is found to moderate the influence of social factors on users' continuous use behaviors, while the moderation effect of motivation affordances has no significance.

First, this study develops a comprehensive motivation framework that helps gain deeper insights into the underlying mechanism of knowledge contribution in social Q&A communities. Second, this study conducts panel data analysis to capture the impacts of motivations over time, rather than intentions at a fixed time point. Third, the findings can help operators of social Q&A communities to optimize community norms and incentive mechanisms.

User value co-creation behaviors are crucial for the sustainable development of Virtual Brand Communities. This research, grounded in social exchange theory, investigates the impact of community satisfaction and identification on customer value co-creation behaviors and further explores how the reciprocity norm moderates these relationships.

Our research data were collected from users across multiple brand communities, totaling 481 survey responses. Structural equation modeling was performed to test the research hypotheses.

These results provide in-depth insights into the nexus between user-community relationships and customer value co-creation behaviors. While community satisfaction and identification positively influence co-creation, their effects vary across different value co-creation behaviors. Notably, the reciprocity norm within the community dampens the relationship between community satisfaction and value co-creation behaviors.

Unlike previous studies focusing on customer value co-creation behaviors, our research emphasizes social exchange, unveiling the mechanisms behind customer value co-creation. Our findings not only enrich the body of knowledge on customer value co-creation but also deepen our understanding of online collective behavior and knowledge sharing, offering valuable insights for the development of virtual communities.

Against social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and brand community engagement in brand communities (BC).

BC participants (n = 503) completed a cross-sectional survey for this research. Analysis was performed using PLS-SEM via SmartPLS (v. 4.1.0.2) and the novel Necessary Condition Analysis (NCA).

An integrative KITE model with positive and significant relationships of key BC constructs was established. The perceived BC knowledge influenced involvement and engagement. Furthermore, the constructs of involvement and trust were discovered to have a positive and significant impact on engagement, with trust having a substantial effect on BC engagement. The indirect effects of the trust construct via the BC knowledge and BC involvement constructs were also significant.

This research advances the existing conceptual approaches by introducing knowledge as the key BC constructs. The study illustrates that members’ knowledge about a BC facilitates their involvement in the BCs. The vital role of trust is revealed in the KITE model, as it is significantly related to BC knowledge, BC involvement and BC engagement with at least medium to large effect sizes. Notably, the role of trust is enhanced as it is the only necessary must-have (instead of “should-have”) condition to achieve high levels of BC engagement. Furthermore, the KITE model provides insights for marketers to develop a valuable BC.

The purpose of this study is to examine the extent to which promoting sense of community moderates the relationship between servant leadership style and socially responsible leadership (SRL) of public universities in Uganda.

The study adopted cross-sectional survey design to collect data at one point in time using self-administered questionnaires from 214 respondents to examine the relationship between servant leadership and socially responsible leadership with promoting sense of community as a moderator. The study used statistical package for social scientists (SPSS) PROCESS MACRO to establish clusters among the surveyed public universities and later a model was derived.

The study found a significant moderating effect of promoting sense of community on servant leadership and socially responsible leadership. Implying that investment in promoting sense of community creates awareness about the socially responsible leadership in public universities.

Managers of public universities need to pay keen interest in promoting sense of community to boost socially responsible leadership by building a strong servant leadership style through promoting sense of community for senior managers and leaders especially heads of departments, faculty deans and principals in public universities.

This study contributes to socially responsible leadership literature by advancing the idea that SRL is an important resource that enhances through instituting servant leadership and promoting sense of community in a complex environment. Ideally, servant leadership and promoting sense of community is one of the drivers of customer value, efficiency and effectiveness of public universities.

The development of online brand communities employed by marketers to maintain consumer relationships and brand building is increasing. This study aims to explore how value co-creation practices can cultivate consumers' brand loyalty.

Using partial least squares modeling, the hypotheses testing involves the utilization of and data collection from 599 Chinese consumers who actively engage in brand communities in China.

Value co-creation practices in brand communities cultivate consumers' affective commitment and psychological brand ownership, which in turn can further contribute to consumers' brand loyalty.

By offering a more comprehensive insight into how affective commitment and psychological brand ownership act as intermediaries between value co-creation practices and consumers' brand loyalty, this research enhances the existing knowledge on value co-creation and brand management.

The purpose of this study is to understand how servant leadership affects employees’ community citizenship behavior by transforming their servant identity. Additionally, the study explicated whether the relationship between servant leadership and employees’ servant identity is contingent on leader–follower value congruence.

For this study data was collected from 468 employees working in the service industry in three waves which were undertaken with a lag of one month. The collected data was analyzed through structural equation modeling.

The results revealed that servant leadership is related to employees’ servant identity. The findings also substantiated the relationship between employees’ servant identity and their community citizenship behavior. The mediating role of servant identity linking servant leadership to employees’ community citizenship behavior was confirmed. Finally, leader–follower value congruence was found to moderate the relationship between servant leadership and employees’ servant identity.

The study is the first to ascertain the mediating role of servant identity linking servant leadership to employees’ community citizenship behavior. It is also the first study to ascertain that the effect of servant leadership on employees’ servant identity is contingent upon leader–follower value congruence.

Patriotism is often described as the “love of country” that individuals display in the acclamation of their national community. Despite the prominence of this sentiment in various societies around the world, organizational research on patriotism is largely absent. This omission is surprising because entrepreneurs, human resource (HR) divisions, and firms frequently embrace both patriotism and patriotic organizational practices. These procedures include (among other interventions) national symbol embracing, HR practices targeted toward military members and first responders, the adulation of patriots and celebration of patriotic events, and patriotic-oriented corporate social responsibility (CSR). Here, the authors argue that research on HR management and organization studies will likely be further enhanced with a deeper understanding of the national obligation that can spur employee productivity and loyalty. In an attempt to jumpstart the collective understanding of this phenomenon, the authors explore the antecedents of patriotic organizational practices, namely, the effects of founder orientation, employee dispersion, and firm strategy. It is suggested that HR practices such as these lead to a patriotic organizational image, which in turn impacts investor, customer, and employee responses. Notably, the effect of a patriotic organizational image on firm-related outcomes is largely contingent on how it fits with the patriotic views of other stakeholders, such as investors, customers, and employees. After outlining this model, the authors then present a thought experiment of how this model may appear in action. The authors then discuss ways the field can move forward in studying patriotism in HR management and organizational contexts by outlining several future directions that span multiple levels (i.e., micro and macro). Taken together, in this chapter, the authors introduce a conversation of something quite prevalent and largely unheeded – the patriotic organization.

The emergence and rapid expansion of social media platforms have transformed the dynamics of consumer–brand communication. While consumer–brand relationship is driven on marketing campaigns in regular manner, social media (e.g. WeChat groups) creates boundaryless connections between external forces (e.g. customer community engagement) and internal resources (e.g. sales force). Therefore, this paper aims to provide a firm–customer synergistic perspective to explain service performance (SP) through service customization, which is significantly contributing to the research of consumer–brand relationship field in the current era.

A survey including two sets of questionnaires are employed for data collection, with one completed by frontline salesperson of Casarte and the other by their customers. A total of 242 dyadic-level data are adopted to test the hypothesis.

The findings shed light on the mechanism that drive SP by firm–customer interactions. These insights hold distinct managerial implications for firms seeking to leverage digital tools to efficiently meet customer demands.

This study contributes to understanding consumer–brand relationship within social media environment. It offers a synergistic perspective combined both outside-in and inside-out thinking, and explains how consumer–brand relationship can be fostered from both customers and salespeople. It highlights the significance of customer community engagement and salespeople dynamic learning capability as crucial factors in building strong consumer–brand relationship.

The paper aims to investigate how perceived psychological benefits from employee participation in corporate social responsibility activities affect organizational citizenship behavior across two Asia–Pacific countries with different national cultures.

A stakeholder relationship model, based on social exchange theory, underpinned the investigation that also tested the mediating role of organizational pride. In a cross-cultural context, data were collected from 319 full-time employees in Thailand and the US and analyzed with SEM-PLS.

Anticipated psychological benefits of hedonic value and perceived community value were found to be significant antecedents of organizational citizenship behaviors, operationalized as customer-directed CSR advocacy. Organizational pride played a partial mediating role.

This study addresses a lack of micro-level CSR research into the relationship between psychological benefits of employee participation in CSR and organizational citizenship behavior. Specifically, this is the first study to link CSR drivers with customer-directed employee advocacy of the firms CSR activities. The study is also the first to compare relationships between an Asian and Western context for CSR drivers of organizational citizenship behaviors.

This study aims to draw upon entrepreneurial network resource and social identity theories to advance the understanding of LGBT entrepreneurial behavior. The authors focus on what resources are acquired by LGBT entrepreneurs from LGBT-specific networks, such as entrepreneurs’ associations or chambers of commerce, and why they might engage with them.

As an initial scoping exercise, Study 1 quantitatively examined the different resources acquired via a survey of 109 LGBT entrepreneurs from the UK, mainland Europe and North America. Building on these findings, Study 2 qualitatively explored why LGBT entrepreneurs acquire resources from and engage with LGBT-specific networks via interviews with 23 LGBT entrepreneurs (with representation from the UK, Mainland Europe and North America).

Study 1 indicates that being more involved in LGBT-specific networks is associated with stronger resource acquisition, particularly those that are relational and psychological in nature. Study 2 reveals that such networks can act as psychologically safe holding environments where resources that fulfil needs for belonging and uniqueness are acquired. However, certain challenges and issues arise when trying to meet all members' needs.

The findings underscore the need for LGBT networks that are run for, and by, LGBT entrepreneurs. Such networks allow LGBT entrepreneurs to be more authentic about, and empowered by, their LGBT identity in their business such that they can develop a stronger sense of individual and collective pride in being part of an LGBT entrepreneurial community. Yet, there is a need to understand the variety of identities and needs across the LGBT community.

The authors advance our understanding of LGBT entrepreneurs by connecting knowledge on entrepreneurship with that on applied psychology. The authors develop an original contribution by focusing on how LGBT entrepreneurs use LGBT-specific networks to meet important psychological and relational needs, thus speaking to the importance of developing an LGBT entrepreneurial community that enables LGBT entrepreneurs to express their LGBT and entrepreneurial identities.