Online Brand Community Social Capital Scale

2019 ◽  
Author(s):  
Stephanie Meek ◽  
Maria Ryan ◽  
Claire Lambert ◽  
Madeleine Ogilvie
Keyword(s):  
Social Capital ◽  
Brand Community ◽  
Online Brand Community

scholarly journals Social Capital, Knowledge Quality, and Online Brand Community Success

2014 ◽  
Vol 13 (3) ◽  
pp. 183-200 ◽  
Author(s):  
Cheolho Yoon ◽  
Changkyu Kim ◽  
Sanghoon Kim ◽  
Il-Kyu Park
Keyword(s):  
Social Capital ◽  
Brand Community ◽  
Knowledge Quality ◽  
Online Brand Community

scholarly journals How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital

2021 ◽  
Vol 16 (4) ◽  
pp. 922-936
Author(s):  
Ning Zhang ◽  
Zhimin Zhou ◽  
Ge Zhan ◽  
Nan Zhou
Keyword(s):  
Social Capital ◽  
Online Survey ◽  
Brand Community ◽  
Moderating Effects ◽  
Community Members ◽  
Positive Effects ◽  
Online Brand Communities ◽  
Community Identification ◽  
Online Brand Community ◽  
Community Climate

Although online communities with a supportive climate encourage members to participate and exchange their information openly and freely, participants may perceive the community to be unsafe without proper control. Do controlling climates also contribute to the accumulation of social capital in online brand communities (OBCs)? The purpose of our study was to investigate how controlling and supportive climates jointly influence community identification, and to examine the mediating effects of social capital and the moderating effects of community age. A conceptual framework was proposed and tested with data collected from an online survey of 481 online brand community members. We found that both controlling and supportive climates had positive effects on social capital (trust and norms of reciprocity), which exerted a partial mediation between community climate and community identification in the OBCs examined. Developing a community climate was particularly effective in generating trust in older communities. This research contributes to the community literature and has important implications for community climate management. We identified the boundary conditions of the community climate-trust association.

A multidimensional scale for measuring online brand community social capital (OBCSC)

2019 ◽  
Vol 100 ◽  
pp. 234-244 ◽  
Author(s):  
Stephanie Meek ◽  
Maria Ryan ◽  
Claire Lambert ◽  
Madeleine Ogilvie
Keyword(s):  
Social Capital ◽  
Brand Community ◽  
Online Brand Community

Online brand communities as heterogeneous gatherings: a netnographic exploration of Apple users

2017 ◽  
Vol 26 (4) ◽  
pp. 375-385 ◽  
Author(s):  
Tuğba Özbölük ◽  
Yunus Dursun
Keyword(s):  
Design Methodology ◽  
Participant Observation ◽  
Opinion Leader ◽  
Brand Community ◽  
Community Members ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Different Types ◽  
Online Brand Community

Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant observation. Findings Findings reveal that members of the online brand community share a common goal but they are heterogeneous in many respects. In this research, five different types of brand community members are identified: learner, pragmatist, activist, opinion leader and evangelist. These findings emphasize the heterogeneity of the brand community or the differences of members and subgroups they form in the community. Practical implications This paper offers some insights for brand managers. There are different sub-tribes in online brand communities and these sub-tribes develop their own meanings of the brand. This means that online brand communities do not form one single homogenous target group and can be segmented into subgroups. Findings also offer a deeper understanding of negative characteristics of online brand community members. The role “activist” found in this study may be crucial for marketers, as activists can represent the negative side of online brand communities. Originality/value The literature on brand communities has focused predominantly on the homogeneity of these communities. This paper extends the literature by demonstrating the heterogeneity in an online brand community. The paper contributes to the brand community literature by substantiating that online brand community members can be segmented into subgroups based on their roles within the community. In addition, the paper extends the existing literature on brand communities that has overlooked the destructive consumer roles.

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