بررسی پیشایندها و پیامدهای مؤثر بر مشارکت اعضا در اجتماع مجازی برند در ایران (مورد مطالعه: اجتماع مجازی برند الیت)

نوع مقاله: مقاله پژوهشی

نویسندگان

1 دانش پذیر مدیریت کسب وکار ،گروه مدیریت بازاریابی ،دانشگاه صنعتی امیرکبیر

2 دانش آموخته دکتری مدیریت بازاریابی بین الملل دانشگاه تربیت مدرس

چکیده

سازمانی که بتواند برند قوی و موفقی را در بستر مجازی بسازد؛ در عملکرد بازار خود موفق‌تر خواهد بود. یکی از مهم‌ترین جنبه‌های هر اجتماع مجازی برند، مشارکت فعال اعضای آن می‌باشد. با توجه به اهمیت میزان مشارکت اعضا در اجتماع مجازی برند، این پژوهش به بررسی پیشایندهای مؤثر بر مشارکت اعضا و نیز پیامدهای آن پرداخته است. تعداد 578 پرسشنامه به‌ صورت آنلاین توسط اعضای اجتماع مجازی برند الیت تکمیل شد. برای بررسی روابط علت و معلولی بین متغیرها از نرم‌افزار لیزرل استفاده شده است. طبق نتایج به ‌دست ‌آمده منافع اجتماعی بر روی مشارکت فعالانه اعضا تأثیرگذار بوده است. همچنین مشارکت اعضا منجر به ایجاد حس آگاهی از هم نوع و آداب و رسوم مشترک شده است. منافع درک شده، آداب و رسوم مشترک بر روی حس وفاداری پایدار برند تاثیر مثبت داشته در حالی که حس آگاهی از هم نوع تاثیر منفی بر روی وفاداری پایدار برند داشته است. نوآوری این تحقیق، طراحی مدلی جدید با متغیرهایی است که در مدلهای پیشین به طور یک جا در نظر گرفته نشده است.

کلیدواژه‌ها


عنوان مقاله [English]

Antecedents and Consequences of Online Brand Community Participation in Iran: (Case Study: Elite Virtual Brand Community)

نویسندگان [English]

  • Raziyeh Farjamfard 1
  • Esmaeil Shahtahmasbi 2
1 Student Business Management, Marketing Management Department, Amir Kabir University of Technology
2 Ph.D. in International Marketing Management at Tarbiat Modares University
چکیده [English]

An organization with robust brand in virtual community will be more successful in its marketing. One of the important aspects in each virtual brand community is active community members’ participation. Due to the importance of members’ participation in online brand communities, this article investigates the antecedents and consequences of online brand community participation. A sample of 578 online form completed by Elite brand community members. This paper explains the casual relationships using Lisrel. According to the results, social benefits has positive relationship with online brand community participation. Also this online brand community participation results in consciousness of kind and shared rituals and traditions. Although perceived benefits and shared rituals and traditions has positive relationships with brand loyalty, consciousness of kind has negative one with brand loyalty. As an innovation this article proposed a new conceptual framework with variables which not considered in prior researches.

کلیدواژه‌ها [English]

  • Online Brand Community
  • Customer Interactions
  • Perceived Benefits
  • Oppositional Brand Loyalty
  • Sustainable Brand Loyalty
- منابع

شفیعی، ش.، قاسم‌پور، ل. و چمنکار، ک. (۱۳۸۹) ، ظهور و حضور ضدبرند در فضای مجازی، فصل‌نامه برند، شماره ۵.

سرمد، ز.، بازرگان، ع. و حجازی، ا.، (۱۳۸8)، روش‌های تحقیق در علوم رفتاری، انتشارات آگاه، چاپ هفدهم.

Algesheimer, R., Dholakia, U.& Herrmann, A. (2005). The Social Influence of Brand Community: Evidence from European Car Clubs. Journal of Marketing, 69 (July), 19-34.

Amine, A., & Sitz, L. (2004). How does a virtual brand community emerge.Some Implications for Marketing Research. Creteil Cedex, France: University Paris XII, Institu de Recherch en Gestion.Bagozzi, R., & U. M. Dholakia. 2002. Intentional social action in virtual communities.Journal of Interactive Marketing16 (2): 2–21.

Beaudouin, V., & Velkovska, J. (1999). The Cyberians: an empirical study of sociality in a virtualcommunity. Ethnographic Studies in Real and Virtual Environments Inhabited Information Spaces and Connected Communities, Edinburgh, 102-112.

Bender, T. (1978).Community and Social Change inAmerica. New Brunswick.

Burgoon, J.K., Bonito, J.A., Bengtsson, B., Ramjrez, J.A., Dunbar,N.E. & Miczo, N. (2000). Testing the Interactivity Model: Communication Processes, Partner Assessments, and the Quality of Collaborative Work.Journal of Management Information Systems.16 (3): 33-56.

Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & management, 48(1), 9-18.

Chen, G.L., Yang,S. C. &Tang,S.M. (2013). Sense of Virtual Community and Knowledge Contribution in a P3 Virtual Community: Motivation and Experience, Internet Research, 23(1): 1-41.

Choi, D., & Kim, J. (2004). Why people continue to play online games: In search of critical design factors to increase customer loyalty to online contents. CyberPsychology & behavior, 7(1), 11-24.

Cohen, J. (1988). Statistical power analysis for the behavioural sciences.

Cothrel, J., & Williams, R. L. (1999). On-line communities: helping them form and grow. Journal of knowledge management, 3(1), 54-60.

Decker, Dennis (2004). Brand Liability: Oppositional Brand Loyalty in a Brand Community Context.Master Thesis, University of Maastricht, Holland.

Dewey, J. (1927). The public and its problems.New York.

Dholakia, U. M., & Bagozzi, R. P. (2003).Motivational antecedents, constituents and consequents of virtual community identity.Virtual and collaborative teams: Process, technologies, and practice, 252-267.

Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004).A social influence model of consumer participation in network-and small-group-based virtual communities.International journal of research in marketing, 21(3), 241-263.

Duffy, D. (1999). Drive customer loyalty. CIO,(August 15), 76, 80.

Fischer, E., Bristor, J., & Gainer, B. (1996). Creating or escaping community: An exploratory study of Internet consumers' behavior. Advances in consumer research, 23, 178-182.

Flavián, C., & Guinalíu, M. (2005).The influence of virtual communities on distribution strategies in the internet.International Journal of Retail & Distribution Management, 33(6), 405-425.

Gil, McWilliam (2000), Building Stronger Brands through Online Communities. Sloan Management Review, 41(3), 43-54.

Gremler, D. D., & Brown, S. W. (1999). The loyalty ripple effect: appreciating the full value of customers. International Journal of Service Industry Management, 10(3), 271-293.

Gusfield, J. R. (1975). Community: A critical response. New York: Harper & Row.

Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114.

Hagel, J. (1999), Net Gain: Expanding Markets through Virtual Communities. Journal of Interactive Marketing, 13(1), 55-65

Hagel, J., & Armstrong, A. (1997).Net gain: Expanding markets through virtual communities. Harvard Business Press.

Handley, K., Sturdy, A. , Fincham, R. & Clark, T. (2006) Within and Beyond Communities of Practice: Making Sense of Learning through Participation, Identity and Practice.Journal of Management Studies, 43(3): 641-653.

Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding relationship marketing outcomes an integration of relational benefits and relationship quality. Journal of service research, 4(3), 230-247.

Herring, S. C. (1993). Gender and democracy in computer-mediated communication.[On-line] 3 (3).

Hertel, G., Niedner, S., & Herrmann, S. (2003). Motivation of software developers in Open Source projects: an Internet-based survey of contributors to the Linux kernel. Research policy, 32(7), 1159-1177.

Hoffman, D.L., & Novak, T.P. (1996). Marketing in Hypermedia Computer-Mediated Environment: Conceptual Foundations. Journal of Marketing, 60(July), 50-68.

Hogg, Margaret K. (1998). Anti-Constellations: Conceptualization and Content. European Advances in Consumer Research, 3, 44-49.

Holcombe, S. (2004). The sentimental community: a site of belonging. A case study from Central Australia.The Australian journal of anthropology, 15(2), 163-184.

Kim, A. J. (2000). Community building on the web: Secret strategies for successful online communities. Addison-Wesley Longman Publishing Co., Inc..

Kim, J. W., Choi, J., Qualls, W., & Han, K. (2008). It takes a marketplace community to raise brand commitment: the role of online communities. Journal of Marketing Management, 24(3-4), 409-431.

Kozinets, R. V. (1999). E-tribalized marketing?: The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.

Langerak, F., Verhoef, P. C., Verlegh, P. W., & De Valck, K. (2003).The effect of members' satisfaction with a virtual community on member participation.

Laroche, M., Habibi, M. R., & Richard, M. O. (2013). To be or not to be in social media: How brand loyalty is affected by social media?.International Journal of Information Management, 33(1), 76-82.

Madupu, V. (2006).Online brand community participation: Antecedents and consequences. ProQuest.

Maffesoli, M. (1996).The time of the tribes.

McAlexander, J., Schotten, J. & Koenig, H. (2002).Building Brand Community.Journal of Marketing, 66(January), 38-54.

McGrath, M. A., Sherry, J. F., & Heisley, D. D. (1993). An ethnographic study of an urban periodic marketplace: Lessons from the Midville farmers' market. Journal of Retailing, 69(3), 280-319.

Muniz, Albert M. &Hamer, Lawrence O.(2001). Us versus Them: Oppositional Brand Loyalty and the Cola Wars. Advances in Consumer Research, 28, 355-361.

Muniz, Albert M. & O’Guinn, Thomas (2001). Brand Community. Journal of Consumer Research, 2(March), 412-432.

Muniz, Albert M. & Schau, Hope J.(2005). Religiosity in the Abandoned Apple Newton Brand Community. Journal of Consumer Research, 31(4), 737-747

Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of interactive marketing, 21(2), 42-62.

Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of product innovation management, 26(4), 388-406.

Nonaka, I., & Takeuchi, H. (1997). The Knowledge-Creating Company–How Japanese Companies Create the Dynamics of Innovation, New York 1995.Deutsch: Die Organisation des Wissens-Wie japanische Unternehmen eine brachliegende Ressource nutzbar machen. Campus Verlag.

Parks, M. R., & Floyd, K. (1996).Making friends in cyberspace.Journal of Computer‐Mediated Communication, 1(4), 0-0.

Preece, J. (2000). Online communities: Designing usability and supporting sociability. John Wiley & Sons, Inc..

Preece, J. (2001). Sociability and Usability in Online Communities: Determining and Measuring Success. Behavior& Information Technology, 20(5): 347-356.

Reichheld, F. P., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.

Reichheld, Frederick F.(1996). The loyalty effect: the hidden force behind growth, profits, and lasting value. Harvard Business School Press, Boston, Massachusetts

Ridings, C. M., & Gefen, D. (2004). Virtual community attraction: Why people hang out online. Journal of Computer‐Mediated Communication, 10(1), 00-00.

SAWHNEY, M., & PRANDELLI, E. (2000).Communities of creation man.ng distributed innovation in turbulent makrkers. Califonffi Management Review, 43.

Schau, H. J., & Muniz, A. M. (2002). Brand communities and personal identities: Negotiations in cyberspace. Advances in consumer research, 29(1), 344-349.

Simmel, G. (1964). The Metropolis and Mental Life, p 409-24 in The Sociology of George Simmel, ed. Wolff, K.

Smith, M. (1992). Voices from the WELL: The logic of the virtual commons. Master Thesis. University of California at Los Angeles. Los Angeles. TENET (Texas Education Network)(1996): Curriculum Infusion Guide. Documento electrónico.

Soderlund, Magnus (2002), What makes the Brans your first friend? , identity trademarks, Logotypes and Symbols, L.Holger and I.Holmberg, eds. Stockholm: National museum and Raster Forlag.

Tajfel, H., and Turner, J.C.(1979). "The Social Identity Theory of Intergroup Behavior," in Worchel, S. and Austin, W.G.(eds.), Psychology of Intergroup Relations Cambridge, England: Burnham Inc Pub, pp. 7-24.

Uncles, M. D., Dowling, G. R., & Hammond, K. (2003).Customer loyalty and customer loyalty programs.Journal of consumer marketing, 20(4), 294-316.

Wang, E. S. T., & Chen, L. S. L. (2012).Forming relationship commitments to online communities: The role of social motivations.Computers in Human Behavior, 28(2), 570-575.

Wang, Y., & Fesenmaier, D. R. (2004).Modeling participation in an online travel community.Journal of Travel Research, 42(3), 261-270.

Wang, Y., Chan, S.F. & Yang,Z. (2013).Customers’ Perceived Benefits of Interacting in a Virtual Brand Community in China. Journal of Electronic Commerce Research, 14(1).

Wragg, T. & Lowenstein, M. (2005).The Marketing Value of Customer Advocacy. Admap, (January) 457, 38-41

Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of business research, 66(2), 216-223.

Zhou, Z., Jin, X.-L. , Vogel, D.R., Fang, Y., & Chen, X. (2011)"Individual Motivations and Demographic Differences in Social Virtual World Uses: An Exploratory Investigation in Second Life," International Journal of InformationManagement, Vol. 31, No. 3: 261-271.

Zhou, Z., Q. Zhang, C. Su, and Zhou, N.(2012) "How Do Brand Communities Generate Brand Relationships? Intermediate Mechanisms," Journal of Business Research, Vol. 65, No. 7: 890-895.