Brand equity in social media-based brand community
Brand equity in social media-based brand community
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DOI：
10.1108/mip-01-2019-0051
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发表时间：
2019-08
影响因子：
4.4
通讯作者：
H. Hoang;Feng Wang;Q. Ngo;Man Chen
中科院分区：
文献类型：
--
作者：
H. Hoang;Feng Wang;Q. Ngo;Man Chen
目的
本文旨在探讨基于社会媒体的品牌社区（SMBBC）标记对基于顾客的品牌资产（CBBE）的影响。此外，本研究亦评估品牌社群承诺的中介效果及顾客性别的调节效果。
设计/方法/方式
这项研究收集了一项问卷调查的数据，参与者是Facebook（XCVF）上越南小米社区的成员。最后，运用结构方程模型对512份有效问卷进行了检验。
结果
以社会认同理论为基础，研究结果表明，品牌社区标记的三个组成部分对CBBE的两个方面都有显著影响。此外，品牌社群承诺在共同意识、仪式和传统与CBBE的关系中扮演中介角色。此外，SMBBC对CBBE的影响对女性比男性更强。
研究限制/影响
样本选择仅限于XCVF的成员，因此与其他品牌社区相比，结果可能存在不足。这项研究可以消除其他可能影响这种关系的重要变量。
独创性/价值
本研究是第一个研究，集中在SMBBC标记的CBBE的重要性，品牌社区承诺的中介作用和顾客性别的调节作用。
Purpose
The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender.
Design/methodology/approach
This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach.
Findings
On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men.
Research limitations/implications
The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship.
Originality/value
This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.