When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers
Autor(a) principal: | |
---|---|
Data de Publicação: | 2022 |
Tipo de documento: | Tese |
Idioma: | eng |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | https://hdl.handle.net/10438/32730 |
Resumo: | This dissertation examines consumer citizenship behavior (CCB) in consumer-to-consumer (C2C) interactions. Specifically, I investigate the conditions in which helping behaviors among consumers are more likely to occur, as well as their motivations. Companies have been addressing their efforts to develop strategies to increase consumer engagement, focusing on building long-term relationships. There is also increasing research on C2C interactions, investigating consumers as cocreators of value. Yet, little attention has been given to helping behaviors among consumers. I explore this phenomenon in three papers. Given the lack of studies exploring C2C helping as a focal construct and that no previous research has tested the integration of its antecedents, the first paper innovates by proposing a conceptual framework of C2C helping through a meta-analytic review. The findings provide future research possibilities to explore this concept, also demonstrating its main antecedents and potential moderators. In the second paper, I propose identifying the motivations behind citizenship behaviors in consumer networks using netnography and semi-structured interviews. Consumer networks are important for marketing practitioners since they increase consumer loyalty and long-term relationships. Social network theorists also highlight the importance of understanding the role of networks’ structure in shaping individuals’ behavior to build strong and cohesive networks. However, no research investigates the different motivations for helping behaviors according to the networks’ structure. My contributions rely on pointing out such motivations and potential inhibitors based on different tie strength settings. Finally, in the third paper, I investigate the role of social comparison in C2C helping. The way consumers see themselves compared to others – especially in the virtual environment, where social comparison is intensified – has not been analyzed as a driver of helping among consumers. Through three experimental studies and a survey, I show that consumers who feel better-off than others help more than those who feel worse-off due to self-enhancement. This mediator also has not been explored in previous studies. These three papers present relevant implications to service and relationship marketing literature, combining elements from multidisciplinary approaches, especially social psychology theories. |
id |
FGV_0c29bc3ebc84767cd5b6c3304fe59790 |
---|---|
oai_identifier_str |
oai:repositorio.fgv.br:10438/32730 |
network_acronym_str |
FGV |
network_name_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
repository_id_str |
3974 |
spelling |
Martins, Renata MonteiroEscolas::EAESPBotelho, DelaneMantovani, DanielleMatos, Celso Augusto deBarros, Lucia Salmonson GuimarãesZambaldi, FelipeZambaldi, Felipe2022-10-03T13:18:05Z2022-10-03T13:18:05Z2022-09-14https://hdl.handle.net/10438/32730This dissertation examines consumer citizenship behavior (CCB) in consumer-to-consumer (C2C) interactions. Specifically, I investigate the conditions in which helping behaviors among consumers are more likely to occur, as well as their motivations. Companies have been addressing their efforts to develop strategies to increase consumer engagement, focusing on building long-term relationships. There is also increasing research on C2C interactions, investigating consumers as cocreators of value. Yet, little attention has been given to helping behaviors among consumers. I explore this phenomenon in three papers. Given the lack of studies exploring C2C helping as a focal construct and that no previous research has tested the integration of its antecedents, the first paper innovates by proposing a conceptual framework of C2C helping through a meta-analytic review. The findings provide future research possibilities to explore this concept, also demonstrating its main antecedents and potential moderators. In the second paper, I propose identifying the motivations behind citizenship behaviors in consumer networks using netnography and semi-structured interviews. Consumer networks are important for marketing practitioners since they increase consumer loyalty and long-term relationships. Social network theorists also highlight the importance of understanding the role of networks’ structure in shaping individuals’ behavior to build strong and cohesive networks. However, no research investigates the different motivations for helping behaviors according to the networks’ structure. My contributions rely on pointing out such motivations and potential inhibitors based on different tie strength settings. Finally, in the third paper, I investigate the role of social comparison in C2C helping. The way consumers see themselves compared to others – especially in the virtual environment, where social comparison is intensified – has not been analyzed as a driver of helping among consumers. Through three experimental studies and a survey, I show that consumers who feel better-off than others help more than those who feel worse-off due to self-enhancement. This mediator also has not been explored in previous studies. These three papers present relevant implications to service and relationship marketing literature, combining elements from multidisciplinary approaches, especially social psychology theories.Essa tese se propõe a examinar o comportamento de cidadania dos consumidores (CCC) nas interações consumidor-consumidor. Mais especificamente, investiga as condições nas quais o comportamento de ajuda entre consumidores tem maior propensão de ocorrer, bem como as suas motivações. Empresas buscam endereçar os seus esforços no desenvolvimento de estratégias que visam aumentar o engajamento dos consumidores, com foco na construção de relacionamentos de longo prazo. Também há um número crescente de estudos que investigam os consumidores como co-criadores de valor. Ainda assim, pouca atenção tem sido dada ao comportamento de ajuda entre consumidores. Proponho explorar esse fenômeno em três artigos. Devido à escassez de estudos que exploram a ajuda entre consumidores como um construto central, e ao fato de que pesquisas anteriores não testaram a integração de seus antecedentes, o primeiro artigo inova ao propor um framework conceitual da ajuda consumidor-consumidor por meio de uma revisão meta-analítica. Os resultados sugerem possibilidades de explorar esse conceito em futuras pesquisas, indicando, também, os seus principais antecedentes e potenciais moderadores. No segundo artigo, proponho identificar as motivações por trás do comportamento de ajuda em redes de consumidores por meio de uma netnografia e entrevistas semiestruturadas. As redes de consumidores são relevantes para profissionais da área de marketing uma vez que aumenta a lealdade do consumidor e relacionamentos no longo prazo. Teóricos também ressaltam a importância de entender o papel da estrutura das redes em moldar o comportamento dos indivíduos para se construir redes fortes e coesas. No entanto, não há pesquisas que investigam as diferentes motivações para comportamentos de ajuda conforme a estrutura das redes de consumidores. Minhas contribuições se baseiam em apontar tais motivações e potenciais inibidores de acordo com diferentes configurações de força dos laços. Por fim, no terceiro artigo, investigo o papel da comparação social na ajuda entre consumidores. O modo como os consumidores se veem em relação aos outros, especialmente no ambiente virtual onde a comparação social é intensificada, até o momento, não foi analisado como um antecedente do comportamento de ajuda entre consumidores. Por meio de três estudos experimentais e uma survey, mostro que os consumidores que se sentem melhor do que os outros ajudam mais do que aqueles que se sentem pior devido à autopromoção, um mediador que também não foi explorado em estudos anteriores. Juntos, esses três artigos apresentam implicações relevantes para a literatura de marketing de serviços e relacionamento, unindo elementos de abordagens multidisciplinares, provenientes, principalmente, de teorias da psicologia social.engConsumer citizenship behaviorConsumer-to-consumer helping behaviorConsumer networksTie strengthSocial comparisonComportamento de cidadania do consumidorComportamento de ajuda entre consumidoresForça do laçoComparação socialAdministração de empresasComportamento do consumidorComportamento de ajudaComparação socialMarketingWhen consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumersinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/doctoralThesisinfo:eu-repo/semantics/embargoedAccessreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVLICENSElicense.txtlicense.txttext/plain; charset=utf-84707https://repositorio.fgv.br/bitstreams/cff2a5e2-bb20-403f-aba4-a6beca844598/downloaddfb340242cced38a6cca06c627998fa1MD52ORIGINALRenata Martins - Tese VF.pdfRenata Martins - Tese VF.pdfPDFapplication/pdf1894864https://repositorio.fgv.br/bitstreams/03c53de3-a765-4d62-8998-0a2b52360006/downloade3ac35ff3ab0e0d394c9914727eab456MD51TEXTRenata Martins - Tese VF.pdf.txtRenata Martins - Tese VF.pdf.txtExtracted texttext/plain100441https://repositorio.fgv.br/bitstreams/ce7bf52e-9530-4f60-92ae-644fd6cc8093/download282614e7740971813a3200d4d8fc164bMD55THUMBNAILRenata Martins - Tese VF.pdf.jpgRenata Martins - Tese VF.pdf.jpgGenerated Thumbnailimage/jpeg2552https://repositorio.fgv.br/bitstreams/c3dd3fb3-ca42-4cd6-a8e1-610fe55e20e6/download035c7328c6d719bd9532735ff5872d8cMD5610438/327302024-01-09 14:27:07.596embargooai:repositorio.fgv.br:10438/32730https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742024-01-09T14:27:07Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)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 |
dc.title.eng.fl_str_mv |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
title |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
spellingShingle |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers Martins, Renata Monteiro Consumer citizenship behavior Consumer-to-consumer helping behavior Consumer networks Tie strength Social comparison Comportamento de cidadania do consumidor Comportamento de ajuda entre consumidores Força do laço Comparação social Administração de empresas Comportamento do consumidor Comportamento de ajuda Comparação social Marketing |
title_short |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
title_full |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
title_fullStr |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
title_full_unstemmed |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
title_sort |
When consumers become good soldiers: understanding the motivations and inhibitors of helping behavior among consumers |
author |
Martins, Renata Monteiro |
author_facet |
Martins, Renata Monteiro |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.member.none.fl_str_mv |
Botelho, Delane Mantovani, Danielle Matos, Celso Augusto de Barros, Lucia Salmonson Guimarães Zambaldi, Felipe |
dc.contributor.author.fl_str_mv |
Martins, Renata Monteiro |
dc.contributor.advisor1.fl_str_mv |
Zambaldi, Felipe |
contributor_str_mv |
Zambaldi, Felipe |
dc.subject.eng.fl_str_mv |
Consumer citizenship behavior Consumer-to-consumer helping behavior Consumer networks Tie strength Social comparison |
topic |
Consumer citizenship behavior Consumer-to-consumer helping behavior Consumer networks Tie strength Social comparison Comportamento de cidadania do consumidor Comportamento de ajuda entre consumidores Força do laço Comparação social Administração de empresas Comportamento do consumidor Comportamento de ajuda Comparação social Marketing |
dc.subject.por.fl_str_mv |
Comportamento de cidadania do consumidor Comportamento de ajuda entre consumidores Força do laço Comparação social |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Comportamento de ajuda Comparação social Marketing |
description |
This dissertation examines consumer citizenship behavior (CCB) in consumer-to-consumer (C2C) interactions. Specifically, I investigate the conditions in which helping behaviors among consumers are more likely to occur, as well as their motivations. Companies have been addressing their efforts to develop strategies to increase consumer engagement, focusing on building long-term relationships. There is also increasing research on C2C interactions, investigating consumers as cocreators of value. Yet, little attention has been given to helping behaviors among consumers. I explore this phenomenon in three papers. Given the lack of studies exploring C2C helping as a focal construct and that no previous research has tested the integration of its antecedents, the first paper innovates by proposing a conceptual framework of C2C helping through a meta-analytic review. The findings provide future research possibilities to explore this concept, also demonstrating its main antecedents and potential moderators. In the second paper, I propose identifying the motivations behind citizenship behaviors in consumer networks using netnography and semi-structured interviews. Consumer networks are important for marketing practitioners since they increase consumer loyalty and long-term relationships. Social network theorists also highlight the importance of understanding the role of networks’ structure in shaping individuals’ behavior to build strong and cohesive networks. However, no research investigates the different motivations for helping behaviors according to the networks’ structure. My contributions rely on pointing out such motivations and potential inhibitors based on different tie strength settings. Finally, in the third paper, I investigate the role of social comparison in C2C helping. The way consumers see themselves compared to others – especially in the virtual environment, where social comparison is intensified – has not been analyzed as a driver of helping among consumers. Through three experimental studies and a survey, I show that consumers who feel better-off than others help more than those who feel worse-off due to self-enhancement. This mediator also has not been explored in previous studies. These three papers present relevant implications to service and relationship marketing literature, combining elements from multidisciplinary approaches, especially social psychology theories. |
publishDate |
2022 |
dc.date.accessioned.fl_str_mv |
2022-10-03T13:18:05Z |
dc.date.available.fl_str_mv |
2022-10-03T13:18:05Z |
dc.date.issued.fl_str_mv |
2022-09-14 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/doctoralThesis |
format |
doctoralThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://hdl.handle.net/10438/32730 |
url |
https://hdl.handle.net/10438/32730 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/embargoedAccess |
eu_rights_str_mv |
embargoedAccess |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional do FGV (FGV Repositório Digital) instname:Fundação Getulio Vargas (FGV) instacron:FGV |
instname_str |
Fundação Getulio Vargas (FGV) |
instacron_str |
FGV |
institution |
FGV |
reponame_str |
Repositório Institucional do FGV (FGV Repositório Digital) |
collection |
Repositório Institucional do FGV (FGV Repositório Digital) |
bitstream.url.fl_str_mv |
https://repositorio.fgv.br/bitstreams/cff2a5e2-bb20-403f-aba4-a6beca844598/download https://repositorio.fgv.br/bitstreams/03c53de3-a765-4d62-8998-0a2b52360006/download https://repositorio.fgv.br/bitstreams/ce7bf52e-9530-4f60-92ae-644fd6cc8093/download https://repositorio.fgv.br/bitstreams/c3dd3fb3-ca42-4cd6-a8e1-610fe55e20e6/download |
bitstream.checksum.fl_str_mv |
dfb340242cced38a6cca06c627998fa1 e3ac35ff3ab0e0d394c9914727eab456 282614e7740971813a3200d4d8fc164b 035c7328c6d719bd9532735ff5872d8c |
bitstream.checksumAlgorithm.fl_str_mv |
MD5 MD5 MD5 MD5 |
repository.name.fl_str_mv |
Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV) |
repository.mail.fl_str_mv |
|
_version_ |
1810023683692953600 |