Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach
Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach
复制标题
促进会员持续参与公司托管的在线品牌社区：一种组织社交化方法
DOI：
10.1016/j.jbusres.2016.10.013
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发表时间：
2017
影响因子：
11.3
通讯作者：
Xiao Bangming
中科院分区：
文献类型：
--
作者：
Liao Junyun;Huang Minxue;Xiao Bangming
在社交媒体时代，越来越多的企业开始举办在线品牌社区（OBCs），以加强与消费者的关系。尽管公司托管的OBC很受欢迎，但由于自愿参与的性质，建立一个成功的在线品牌社区对每个公司来说仍然是一个挑战。本文介绍了一种组织社会化的方法，以促进持续的成员参与，在线社区的成功的决定因素。本研究以组织社会化理论为基础，提出了组织型企业发起人的三种典型社会化策略，成员教育、交互支持和参与反馈）。此外，我们提出了一个实证研究，以检验他们对成员的成员继续使用的意愿，从几个企业托管的OBCs收集的数据。研究了社区认同的中介作用和成员持续时间的调节作用，并讨论了社区管理的理论和管理含义。
In the age of social media, an increasing number of firms have begun to host online brand communities (OBCs) to strengthen their relationship with their consumers. Despite the popularity of firm-hosted OBCs, building a successful online brand community is still a challenge for every firm because of the nature of voluntary participation. This paper introduces an organizational socialization approach to promote sustained member participation, a deciding factor for the success of online communities. Based on theory of organizational socialization, this study identifies three typical socialization tactics employed by sponsors of OBCs (i.e., member education, interaction support, and participation feedback). Further, we present an empirical study to examine their effects on members' membership continuance intention using the data collected from several firm-hosted OBCs. The mediator role of community identification and the moderator role of membership duration are investigated, and theoretical and managerial implications for community management are discussed.