Engaging Gen Y Customers in Online Brand Communities: A Cross-National Assessment. (February 2021)

• Record Type: Journal Article
• Authors: Carlson, Jamie; Rahman, Syed Mahmudur; Rahman, Mohammad M.; Wyllie, Jessica; Voola, Ranjit
• Is Part Of: International journal of information management. Volume 56(2021)
• Publication Date: 2021-02
• Subjects: Social media -- Site quality -- Brand community -- Customer engagement -- Loyalty; Social sciences -- Information services -- Periodicals; Social sciences -- Research -- Periodicals; Information science -- Periodicals; Management information systems -- Periodicals; Knowledge management -- Periodicals; Sciences sociales -- Documentation, Services de -- Périodiques; Sciences sociales -- Recherche -- Périodiques; Sciences de l'information -- Périodiques; Systèmes d'information de gestion -- Périodiques; Information science; Management information systems; Social sciences -- Information services; Social sciences -- Research; Periodicals; Electronic journals; 025.52068
• DOI: 10.1016/j.ijinfomgt.2020.102252
• Languages: English
• ISSNs: 0268-4012

Abstract

Highlights: Advances a new second-order OBC-SiteQUAL construct (Online Brand Community Website Quality) comprising three first-order dimensions. Empirically establishes Socialization as part of the quadripartite CE (customer engagement) conceptualization. Empirically establishes OBC-SiteQUAL as a critical technology-based stimulant that heightens CE perceptions. Consistent with S-O-R theory premise, the mediating effect of CE (O) between OBC-SiteQUAL (S) and behavioral loyalty (R) is identified. Effect of OBC-SiteQUAL, in conjunction with brand involvement, heightens CE and behavioral loyalty for Gen Y consumer's across China and the U.S; evidence of the difference between older and younger Gen Y is identified. Abstract: Global retail brands find it vital to engage Generation Y (Gen Y) customers through firm-hosted online brand communities (OBCs) for generating actionable insights; this study advances customer engagement (CE) frameworks in this setting. First, we draw on the stimulus–organism–response (S–O–R) theory to introduce OBC website quality (termed OBC-SiteQUAL), alongside brand involvement as a customer resource input, to shape an expanded quadripartite CE conceptualisation. Second, using multi-country data, we test the validity of the OBC-SiteQUAL and CE measurement models, and the theoretical framework. Results indicate that the newly conceived OBC-SiteQUAL construct, underpinned by various web-based cues related to affective elements, brand interaction and customer-to-customer interaction, positively influences CE, whereas brand involvement partially influences CE. Third, we examine how these variables translate to behavioural loyalty outcomes. Empirically, a consistent pattern across the country samples indicates that OBC-SiteQUAL can affect behavioural loyalty by enhancing CE. Thus, we reliably confirm the mediating effect of CE (O) between OBC-SiteQUAL (S) and behavioural loyalty (R). Fourth, we found that the impact of OBC-SiteQUAL and brand involvement on CE differs between younger and older Gen Y consumers. These findings inform the optimisation of precise digital content marketing activities to enhance customer-brand relationships.