Determinants and consequences of consumer engagement in virtual brand communities
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/19685 |
Resumo: | Objective: This study aimed to empirically validate a conceptual model that analyzes how Engagement with brands and online communities promote consumer relational bonds and the role of the hedonic or utilitarian nature of the offering in this process.Methodology: Netnography, a qualitative approach to study human behavior in the virtual environment, was adopted to reveal social media users' motivations and obtain evidence for the theoretical model. Subsequently, a quantitative study was applied through a survey that obtained 583 responses and allowed hypothesis testing through structural equation modeling with a multigroup approach.Results: Hypothesis testing confirmed that consumer "social identity" and "self-expressiveness" are determinants of "brand community engagement." "Brand identification" influenced "brand community engagement" for the group using hedonic brands. The study confirmed all proposed consequences of "brand engagement."Relevance/Originality: The innovation of the present study consisted of 1) verification of the impact of individual constructs related to the self (Self-expressiveness, Social Identity, Brand Identification) on consumer engagement, hypotheses with little evidence in the literature; 2) verification and confirmation of the effect of new moderator variables (utilitarian versus hedonic value) in the structural model.Theoretical/methodological contributions: The central theoretical contribution of the paper is to present support for the plausibility of the proposed model, the scope of the measurement scales of the proposed constructs, and the application of Netnography. |
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Determinants and consequences of consumer engagement in virtual brand communitiesDeterminantes e consequentes do engajamento do consumidor em comunidades virtuais de marcaEngagement in Online Brand CommunitySelf-conceptSocial IdentityEngagement consequencesModerating variablesEngajamento em comunidade de marca onlineAutoconceitoIdentidade socialConsequentes do engajamentoVariáveis moderadorasObjective: This study aimed to empirically validate a conceptual model that analyzes how Engagement with brands and online communities promote consumer relational bonds and the role of the hedonic or utilitarian nature of the offering in this process.Methodology: Netnography, a qualitative approach to study human behavior in the virtual environment, was adopted to reveal social media users' motivations and obtain evidence for the theoretical model. Subsequently, a quantitative study was applied through a survey that obtained 583 responses and allowed hypothesis testing through structural equation modeling with a multigroup approach.Results: Hypothesis testing confirmed that consumer "social identity" and "self-expressiveness" are determinants of "brand community engagement." "Brand identification" influenced "brand community engagement" for the group using hedonic brands. The study confirmed all proposed consequences of "brand engagement."Relevance/Originality: The innovation of the present study consisted of 1) verification of the impact of individual constructs related to the self (Self-expressiveness, Social Identity, Brand Identification) on consumer engagement, hypotheses with little evidence in the literature; 2) verification and confirmation of the effect of new moderator variables (utilitarian versus hedonic value) in the structural model.Theoretical/methodological contributions: The central theoretical contribution of the paper is to present support for the plausibility of the proposed model, the scope of the measurement scales of the proposed constructs, and the application of Netnography.Objetivo: O estudo visou validar empiricamente um modelo conceitual que analisa como o engajamento com marcas e comunidades online promove os vínculos relacionais do consumidor e o papel da natureza hedônica ou utilitária da oferta neste processo.Metodologia: A netnografia, uma abordagem qualitativa para estudar o comportamento humano no ambiente virtual, foi adotada visando revelar as motivações dos usuários das mídias sociais e obter evidências para o modelo teórico. Posteriormente, aplicou-se um estudo quantitativo através de uma pesquisa que obteve 583 respostas e permitiu o teste de hipóteses através da modelagem de equações estruturais com uma abordagem multigrupos.Resultados: O teste de hipóteses confirmou que a "identidade social" e a "autoexpressividade" do consumidor são determinantes do "engajamento com a comunidade da marca". A "identificação com a marca" influenciou o "engajamento com a comunidade da marca", para o grupo que usa marcas hedônicas. O estudo confirmou todas as conseqüências propostas do "engajamento com a marca".Relevância/Originalidade: A inovação do presente estudo consistiu em: 1) verificação do impacto de construções individuais relacionadas ao self (autoexpressividade, identidade social, identificação com a marca) no engajamento do consumidor, hipóteses com poucas evidências na literatura; 2) verificação e confirmação do efeito de novas variáveis moderadoras (utilidade versus valor hedônico) no modelo estrutural.Contribuições teórico-metodológicas: a contribuição teórica central do artigo é apresentar suporte para a plausibilidade do modelo proposto, o alcance das escalas de medição das construções propostas e a aplicação da Netnografia.Universidade Nove de Julho - Uninove2023-02-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionPeer-reviewed ArticleAvaliado por Paresapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1968510.5585/remark.v22i1.19685ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 381-4382177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/19685/10044Copyright (c) 2023 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccessde Moura, Andréia CássiaMonteiro, Plínio Rafael ReisGonçalves, Márcio Augusto2023-02-27T14:38:52Zoai:ojs.periodicos.uninove.br:article/19685Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2023-02-27T14:38:52REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Determinants and consequences of consumer engagement in virtual brand communities Determinantes e consequentes do engajamento do consumidor em comunidades virtuais de marca |
title |
Determinants and consequences of consumer engagement in virtual brand communities |
spellingShingle |
Determinants and consequences of consumer engagement in virtual brand communities de Moura, Andréia Cássia Engagement in Online Brand Community Self-concept Social Identity Engagement consequences Moderating variables Engajamento em comunidade de marca online Autoconceito Identidade social Consequentes do engajamento Variáveis moderadoras |
title_short |
Determinants and consequences of consumer engagement in virtual brand communities |
title_full |
Determinants and consequences of consumer engagement in virtual brand communities |
title_fullStr |
Determinants and consequences of consumer engagement in virtual brand communities |
title_full_unstemmed |
Determinants and consequences of consumer engagement in virtual brand communities |
title_sort |
Determinants and consequences of consumer engagement in virtual brand communities |
author |
de Moura, Andréia Cássia |
author_facet |
de Moura, Andréia Cássia Monteiro, Plínio Rafael Reis Gonçalves, Márcio Augusto |
author_role |
author |
author2 |
Monteiro, Plínio Rafael Reis Gonçalves, Márcio Augusto |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
de Moura, Andréia Cássia Monteiro, Plínio Rafael Reis Gonçalves, Márcio Augusto |
dc.subject.por.fl_str_mv |
Engagement in Online Brand Community Self-concept Social Identity Engagement consequences Moderating variables Engajamento em comunidade de marca online Autoconceito Identidade social Consequentes do engajamento Variáveis moderadoras |
topic |
Engagement in Online Brand Community Self-concept Social Identity Engagement consequences Moderating variables Engajamento em comunidade de marca online Autoconceito Identidade social Consequentes do engajamento Variáveis moderadoras |
description |
Objective: This study aimed to empirically validate a conceptual model that analyzes how Engagement with brands and online communities promote consumer relational bonds and the role of the hedonic or utilitarian nature of the offering in this process.Methodology: Netnography, a qualitative approach to study human behavior in the virtual environment, was adopted to reveal social media users' motivations and obtain evidence for the theoretical model. Subsequently, a quantitative study was applied through a survey that obtained 583 responses and allowed hypothesis testing through structural equation modeling with a multigroup approach.Results: Hypothesis testing confirmed that consumer "social identity" and "self-expressiveness" are determinants of "brand community engagement." "Brand identification" influenced "brand community engagement" for the group using hedonic brands. The study confirmed all proposed consequences of "brand engagement."Relevance/Originality: The innovation of the present study consisted of 1) verification of the impact of individual constructs related to the self (Self-expressiveness, Social Identity, Brand Identification) on consumer engagement, hypotheses with little evidence in the literature; 2) verification and confirmation of the effect of new moderator variables (utilitarian versus hedonic value) in the structural model.Theoretical/methodological contributions: The central theoretical contribution of the paper is to present support for the plausibility of the proposed model, the scope of the measurement scales of the proposed constructs, and the application of Netnography. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-02-27 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Peer-reviewed Article Avaliado por Pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/19685 10.5585/remark.v22i1.19685 |
url |
https://periodicos.uninove.br/remark/article/view/19685 |
identifier_str_mv |
10.5585/remark.v22i1.19685 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/19685/10044 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2023 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2023 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 22 n. 1 (2023): (jan.mar.); 381-438 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138639560572928 |