Social Capital: An Influence on Critical to Success Factors in Online Brand Communities. (2018)

• Record Type: Journal Article
• Authors: Meek, Stephanie; Lambert, Claire; Ryan, Maria M.; Ogilvie, Madeleine
• Is Part Of: International journal of Web based communities. Volume 14:Number 3(2018)
• Page Start: 268
• Page End: 288
• Publication Date: 2018
• Subjects: online brand community -- OBC -- brand management -- social capital -- participative behaviour -- sense of belonging -- SOB -- network ties -- perceived ease of use -- PEU -- perceived enjoyment; Online social networks -- Periodicals; Social media -- Periodicals; World Wide Web -- Periodicals; 302.30285
• Languages: English
• ISSNs: 1477-8394

Abstract

This study investigates the influence of social capital on the factors that are critical to continued participation in online brand communities (OBCs). The empirical investigation follows a structural equation modelling approach with data from 659 OBC members. Results indicate that social capital as a multidimensional construct represented by shared language, shared vision, social trust and reciprocity has a significant influence on an OBC members' participative behaviour, their sense of belonging (SOB), network ties, perceived enjoyment and perceived ease of use; all of which ensure longevity of the community. Consequently, stakeholders can use this information to develop strategies that will ensure the ongoing success of their OBCs.