Investigating antecedents of brand value co-creation behaviors in social media based brand communities

Kai Yu Wang, Wen Hai Chih, Andreawan Honora, Yu Ping Wu

Research output: Contribution to journalArticlepeer-review

Abstract

Consumers’ participation in brand value co-creation has played an important role in brand building since the rise of social media. There is little research that investigates brand value co-creation behaviors and their antecedents in social media-based brand communities (SMBBCs). This research proposes and tests an integrated model of brand value co-creation behaviors on the basis of the uses and gratifications and attachment theories. This study recruited 932 valid brand community members on Weibo, one of the most well-known social media platforms in China. Structural equation modeling was used to test the research model. The research findings confirm that brand community members’ motivations positively influence common identity-based and bond-based attachments, which in turn affect knowledge sharing behavior and brand advocacy. This research provides theoretical and practical contributions for SMBBC managers.

Original languageEnglish
Article number101359
JournalElectronic Commerce Research and Applications
Volume64
Early online date25 Jan 2024
DOIs
Publication statusPublished - 1 Mar 2024

Fingerprint

Dive into the research topics of 'Investigating antecedents of brand value co-creation behaviors in social media based brand communities'. Together they form a unique fingerprint.

Cite this