Upload
mojtaba-poorrezaei
View
368
Download
1
Tags:
Embed Size (px)
Citation preview
SME competitiveness through online brand communities:
exploration of brand loyalty
Mojtaba PoorrezaeiDr. Aleksej Heinze
I am going to talk about…
O A Brief IntroductionO Why Engagement is Important?O Brand Loyalty DefinitionO Engagement in Online Brand
CommunityO Motivations of EngagementO Research ModelO Implications
Online Brand Community
“a specialised, non-geographically bound, online community, based on social communications and relationships among a brand’s consumers” (De
Valck, 2009)
Over the past decade, managers and researchers have taken great interest in how online communities can galvanize Internet users to engage in more collaboration, promotion, and purchases.
Central to discussion about OBC is the use of the terms “engage” and engagement to describe the nature of participants’ interactions experiences
Why Engagement is Important?
O Academic Perspective: AMA (2013) & MSI (2012) research priorities / ISR (2014) & JSR (2012) special issues
O Business Perspective: Engagement as A vehicle for creating, building and enhancing
consumer relationships A strategic imperative for establishing and sustaining a
competitive advantage A valuable predictor of future business performance A primary driver of sales growth
Consumer engagement enhances profitability
Brand Loyalty
Brand
Loyalty
Behavioral
Preferential
Attitudinal
“the preferential, attitudinal and behavioral response toward one or
more brands in a product category expressed over a period of time by
a consumer” (Engel, 1981)
Engagement in OBC
Engagement
Socialising
Sharing
Co-developin
g
Advocating
Learning
Visit Duratio
n & Frequen
cy of visit
Poster& Lurker
Components of Engagement
O Socialising: Two-way, non-functional interaction through which consumers acquire and develop attitudes and community language.
O Sharing: when consumers share personal relevant information, knowledge and experiences.
O Advocating: When consumers actively encourage other members to buy a specific brand.
O Learning: finding the information that consumers need to purchase and consumption decision-making
O Co-developing: consumers contribute to organisations and organisational performance by assisting in the development of new products, services.
Motivations for Engagement
Engagement
Information Quality
Community
Identification
Brand Identificati
on
Group Norm
Constructs Operational Definition Number of Measures Source of Measurement Items
Information Quality The degree to which the provided information is perceived as being accurate, up to date and complete
4 Zhou (2012), Lin (2008) and Dholakia et al. (2009).
Group Norm The commitment of community members to the shared goals and values.
2 Dholakia et al. (2004), Shen et al. (2009) and (Zhou, 2011).
Brand Identification The degree to which individuals see themselves as being attached to the brand.
5 Bagozzi and Dholakia (2006), Lam et al. (2010), Hughes, Ahearne (2010) and Carlson et al. (2008).
Community Identification The degree to which individuals see themselves as being attached to the community.
5 Shen et al. (2009), Carlson et al. (2008) and Lam et al. (2010).
Consumer Engagement The degree to which one engages in community regarding sharing, advocating, co-developing, socialising and learning.
5 De Valck et al. (2009) and Brodie et al. (2013) and the Authors.
Brand Loyalty The degree to which one tends to continue purchasing the brand and recommends it to others.
4 Hollebeek (2011), Gummerus et al. (2012) and Nam et al. (2011).
Research Model
Brand Loyalty
Consumer Engageme
nt
Community
Identification
Brand Identificati
on
Information Quality
Group Norm
Research ApproachO Literature review of 43 articles from
top journals addressing engagement in OBC
O Adapt netnography method to study an OBC
O Conducting online survey in order to collect data from members of OBC