Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response |
| |
| Institution: | 1. California State University, Sacramento, Tahoe Hall 2015, 6000 J Street, Sacramento, CA 95819-6088, United States;2. The Eli Broad College of Business, North Business Complex, 632 Bogue Street, Michigan State University, East Lansing, MI 48824-1122, United States;1. Newcastle University Business School, 5 Barrack Road, Newcastle upon Tyne NE1 4SE, United Kingdom;2. College of Information Technology, Universiti Tenaga Nasional (UNITEN), Malaysia;3. David Goldman Prof of Innovation & Enterprise, Newcastle University, United Kingdom;4. Marketing and Entrepreneurship, St. Edward''s University, United States;5. Department of Business Management, State University of New York Polytechnic Institute, United States;1. Department of Marketing and Decision Sciences, Lucas College of Business, San José State University, One Washington Square, San José, CA 95192-0069, USA;2. Business School, University of Roehampton, London SW15 5PU, United Kingdom;3. Department of Economics \"Marco Biagi\", University of Modena and Reggio Emilia, Viale Berengario 51, 41121 Modena, Italy |
| |
| Abstract: | This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation. |
| |
| Keywords: | Customer participation Motivations Social media Social networking sites Online brand communities Brand trust Brand loyalty Branding co-creation |
| 本文献已被 ScienceDirect 等数据库收录！ |
|
