Name
Title | ||
|---|---|---|
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response. |
Abstract | ||
|---|---|---|
•This study examines whether customer participation in social media brand communities affects brand trust, brand loyalty and branding co-creation.•This study applying S-O-R framework and empirically validates a model for branding co-creation with customer participation in social media brand communities.•Results indicated that SNSs participation motivations significantly affect customer participation, which in turn positively influences brand trust, brand loyalty and consequently resulted in branding co-creation.•Findings also revealed brand trust as a mediator between customer participation and brand loyalty in social media brand communities. |
Year | DOI | Venue |
|---|---|---|
2018 | 10.1016/j.ijinfomgt.2017.12.001 | International Journal of Information Management |
Keywords | Field | DocType |
Customer participation,Motivations,Social media,Social networking sites,Online brand communities,Brand trust,Brand loyalty,Branding co-creation | Co-creation,Brand loyalty,Social network,Social media,Structural equation modeling,Brand trust,Engineering,Surprise,Survey methodology,Marketing | Journal |
Volume | ISSN | Citations |
39 | 0268-4012 | 28 |
PageRank | References | Authors |
0.63 | 26 | 4 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Shampy Kamboj | 1 | 31 | 1.67 |
| Bijoylaxmi Sarmah | 2 | 30 | 0.99 |
| Shivam Gupta | 3 | 52 | 2.85 |
| Yogesh Kumar Dwivedi | 4 | 1558 | 97.69 |