Asia pacific journal of information systems

  • 제27권1호
  • /
  • Pages.54-76
  • /
  • 2017
  • /
  • 2288-5404(pISSN)
  • /
  • 2288-6818(eISSN)
한국경영정보학회 (The Korea Society of Management Information Systems)
권호 표지
DOI QR코드

DOI QR Code

Enhancing Fan Participation in Social Media Based Virtual Brand Communities: The Case of Like, Comment, and Share Activities

  • Liguo Lou (E-commerce Interdisciplinary Department, Chonnam National University) ;
  • Joon Koh (College of Business Administration, Chonnam National University)
  • 투고 : 2017.03.06
  • 심사 : 2017.04.03
  • 발행 : 2017.03.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of marketing via Facebook is to convince consumers to become fans of a brand. Facebook constructs virtual brand communities that enable brand fans to interact with these brands. This study investigates the antecedents and consequences of fan participation characterized by the breadth and depth of brand fans' like, comment, and share activities. An empirical analysis with 204 survey respondents reveals that expected benefits, such as brand information, social interaction ties, playfulness, and incentive, have positive effects on fan participation. Furthermore, fan participation increases fan's attitudinal loyalty, which then positively affects behavioral loyalty. Theoretical and practical implications of the findings as well as future research directions are also discussed.

키워드

참고문헌

  1. Ajzen, I., and Fishbein, M. (1977). Attitude-behavior relations: A theoretical analysis and review of empirical research. Psychological Bulletin, 84(5), 888-918. https://doi.org/10.1037/0033-2909.84.5.888
  2. Andreasen, A. (1995). Marketing social change: Changing behavior to promote health, social development, and the environment. San Francisco: Jossey-Bass.
  3. Auh, S., Bell, S. J., McLeod, C. S., and Shih, E. (2007). Co-production and customer loyalty in financial services. Journal of Retailing, 83(3), 359-370. https://doi.org/10.1016/j.jretai.2007.03.001
  4. Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 55(2), 178-204. https://doi.org/10.2307/2786945
  5. Bareket-Bojmel, L., Moran, S., and Shahar, G. (2016). Strategic self-presentation on Facebook: Personal motives and audience response to online behavior. Computers in Human Behavior, 55(February), 788-795. https://doi.org/10.1016/j.chb.2015.10.033
  6. Barki, H., and Hartwick, J. (1989). Rethinking the concept of user involvement. MIS Quarterly, 13(1), 53-63. https://doi.org/10.2307/248700
  7. Barki, H., and Hartwick, J. (1994). Measuring user participation, user involvement, and user attitude. MIS Quarterly, 18(1), 59-82. https://doi.org/10.2307/249610
  8. Basak, E., and Calisir, F. (2015). An empirical study on factors affecting continuance intention of using Facebook. Computers in Human Behavior, 48(July), 181-189. https://doi.org/10.1016/j.chb.2015.01.055
  9. Bennett, R., Hartel, C. E., and McColl-Kennedy, J. R. (2005). Experience as a moderator of involvement and satisfaction on brand loyalty in a business-to-business setting 02-314R. Industrial Marketing Management, 34(1), 97-107. https://doi.org/10.1016/j.indmarman.2004.08.003
  10. Carroll, B. A., and Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89. https://doi.org/10.1007/s11002-006-4219-2
  11. Casalo, L. V., Flavian, C., and Guinaliu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367. https://doi.org/10.1016/j.ijinfomgt.2010.01.004
  12. Cenfetelli, R. T., and Bassellier, G. (2009). Interpretation of formative measurement in information systems research. MIS Quarterly, 33(4), 689-707. https://doi.org/10.2307/20650323
  13. Chan, K. W., Yim, C. K., and Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48-64. https://doi.org/10.1509/jmkg.74.3.048
  14. Chaudhuri, A., and Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93. https://doi.org/10.1509/jmkg.65.2.81.18255
  15. Chen, S., Langner, C., and Mendoza-Denton, R. (2009). When dispositional and role power fit: Implication for self-expression and self-other congruence. Journal of Personality and Social Psychology, 96(3), 710-727. https://doi.org/10.1037/a0014526
  16. Chi, H.-H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
  17. Chin, W., Peterson, R., and Brown, S. (2008). Structural equation modeling in marketing: Some practical reminders. Journal of Marketing Theory and Practice, 16(4), 287-298. https://doi.org/10.2753/MTP1069-6679160402
  18. Chiu, C. M., Hsu, M. H., and Wang, T. G. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems, 42(2), 1872-1888. https://doi.org/10.1016/j.dss.2006.04.001
  19. Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer participation in Proceedings of the 1990 Academy of Marketing Science (AMS) Annual Conference, 483-487.
  20. Day, G. S. (1970). Buyer attitudes and brand choice behavior. New York: Free Press.
  21. Deci, E. L., and Ryan, R. M. (2002). Handbook of self-determination research. University Rochester Press.
  22. Dutta, S. (2010). What's your personal social media strategy? Harvard Business Review, 88(11), 127-130.
  23. Facebook. (2015). Announcing 2 million advertisers on Facebook and a new app to manage your ads on the go.  (24.2.2015).
  24. Fahey, R., Vasconcedos, A. C., and Ellis, D. (2007). The impact of rewards within communities of practice: A study of the SAP online global community. Knowledge Management Research and Practice, 5(3), 186-198. https://doi.org/10.1057/palgrave.kmrp.8500140
  25. Fang, E., Palmatier, R. W., and Evans, K. R. (2008). Influence of customer participation on creating and sharing of new product value. Journal of the Academy of Marketing Science, 36(3), 322-336. https://doi.org/10.1007/s11747-007-0082-9
  26. Fornell, C., and Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.1177/002224378101800313
  27. Fuchs, C., Prandelli, E., and Schreier, M. (2010). The psychological effects of empowerment strategies on consumers' product demand. Journal of Marketing, 74(1), 65-79. https://doi.org/10.1509/jmkg.74.1.65
  28. Fuller, J. (2006). Why consumers engage in virtual new product developments initiated by producers. Advances in Consumer Research, 33(1), 639-646.
  29. Fuller, J., Muhlbacher, H., Matzler, K., and Jawecki, G. (2009). Consumer empowerment through internet-based co-creation. Journal of Management Information Systems, 26(3), 71-102. https://doi.org/10.2753/MIS0742-1222260303
  30. Garnefeld, I., Iseke, A., and Krebs, A. (2012). Explicit incentives in online communities: Boon or bane? International Journal of Electronic Commerce, 17(1), 11-37. https://doi.org/10.2753/JEC1086-4415170101
  31. Ge, H. (2013). News Feed FYI: More relevant ads in news feed.  (27.9.2013).
  32. Gefen, D., and Ridings, C. M. (2002). Implementation team responsiveness and user evaluation of customer relationship management: A quasi-experimental design study of social exchange theory. Journal of Management Information Systems, 19(1), 47-69.
  33. Gefen, D., Straub, D. W., and Boudreau, M. (2000). Structural equation modeling and regression: Guidelines for research practice. Communications of the Association for Information Systems, 4(7), 2-76. https://doi.org/10.17705/1CAIS.00407
  34. Hamari, J., Sjoklint, M., and Ukkonen, A. (2016). The sharing economy: Why people participate in collaborative consumption. Journal of the Association for Information Science and Technology, 67(9), 2047-2059. https://doi.org/10.1002/asi.23552
  35. Ho, H., and Ganesan, S. (2013). Does knowledge base compatibility help or hurt knowledge sharing between suppliers in competition? The role of customer participation. Journal of Marketing, 77(6), 91-107. https://doi.org/10.1509/jm.11.0570
  36. Homburg, C., Hoyer, W. D., and Fassmacht, M. (2002). Service orientation of a retailer's business strategy: Dimensions, antecedents, and performance outcomes. Journal of Marketing, 66(4), 86-101. https://doi.org/10.1509/jmkg.66.4.86.18511
  37. Jang, H., Olfman, L., Ko, I., Koh, J., and Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80. https://doi.org/10.2753/JEC1086-4415120304
  38. Kanfer, R. (1990). Motivation theory and industrial organizational psychology in Handbook of industrial and organizational psychology (1) Theory in industrial and organizational psychology, M. D. Dunnette and L. Hough (Eds.), Palo Alto, CA: Consulting Psychologists Press, 75-170.
  39. Kaur, P., Dhir, A., and Rajala, R. (2016). Assessing flow experience in social networking site based brand communities. Computers in Human Behavior, 64(November), 217-225. https://doi.org/10.1016/j.chb.2016.06.045
  40. Kim, H.-W., Gupta, S., and Koh, J. (2011). Investigating the intention to purchase digital items in social networking communities: A customer value perspective. Information & Management, 48(6), 228-234. https://doi.org/10.1016/j.im.2011.05.004
  41. Koh, J., Kim, Y.-G., Butler, B., and Bock, G. W. (2007). Encouraging participation in virtual communities. Communication of the ACM, 50(2), 68-73. https://doi.org/10.1145/1216016.1216023
  42. Kohler, T., Fueller, J., Matzler, K., and Stieger, D., (2011). Co-creation in virtual worlds: The design of the user experience. MIS Quarterly, 35(3), 773-788. https://doi.org/10.2307/23042808
  43. Kordzadeh, N., Liu, C. Z., Au, Y. A., and Clark, J. G. (2014). A multilevel investigation of participation within virtual health communities. Communications of the Association for Information Systems, 34(26), 493-512. https://doi.org/10.17705/1CAIS.03426
  44. Kosonen, M., Gan, C., Vanhala, M., and Blomqvist, K. (2014). User motivation and knowledge sharing in idea crowdsourcing. International Journal of Innovation Management, 18(5), 1-23. https://doi.org/10.1142/S1363919614500315
  45. Kotler, P., Kartajaya, H., and Setiawan, I. (2010). Marketing 3.0. John Wiley and Sons.
  46. Ku, Y.-C., Chen, R., and Zhang, H. (2013). Why do users continue using social network sites? An exploratory study of members in the United States and Taiwan. Information & Management, 50(7), 571-581. https://doi.org/10.1016/j.im.2013.07.011
  47. Laudon, K. C., and Traver, C. G. (2014). E-commerce 2014 business, technology, society. 10th edition, Pearson.
  48. Li, Y., and Wang, K. (2015). Marketer-generated content sharing among social broadcasting users: Effects of intrinsic motivations, social capital and the moderating role of prevention focus. Asia Pacific Journal of Information Systems, 25(4), 719-745. https://doi.org/10.14329/apjis.2015.25.4.719
  49. Lin, K. Y., and Lu, H. P. (2011). Intention to continue using Facebook fan pages from the perspective of social capital theory. Cyberpsychology, Behavior, and Social Networking, 14(10), 565-570. https://doi.org/10.1089/cyber.2010.0472
  50. Lipsman, A., Mudd, G., Rich, M., and Bruich, M. (2012). The power of "like": How brands reach (and influence) fans through social-media marketing. Journal of Advertising Research, 52(1), 40-52. https://doi.org/10.2501/JAR-52-1-040-052
  51. Maclnnis, D. J., Moorman, C., and Jaworski, B. J. (1991). Enhancing and measuring consumers' motivation, opportunity, and ability to process brand information from ads. Journal of Marketing, 55(4), 32-53. https://doi.org/10.1177/002224299105500403
  52. Majchrzak, A., Wagner, C., and Yates, D. (2013). The impact of shaping on knowledge reuse for organizational improvement with Wikis. MIS Quarterly, 37(2), 455-469. https://doi.org/10.25300/MISQ/2013/37.2.07
  53. Mehdizadeh, S. (2010). Self-presentation 2.0: Narcissism and self-esteem on Facebook. CyberPsychology, Behavior and Social Networking, 13(4), 357-364. https://doi.org/10.1089/cyber.2009.0257
  54. Moon, J.-W., and Kim, Y.-G. (2001). Extending the TAM for a World-Wide-Web context. Information & Management, 38(4), 217-230. https://doi.org/10.1016/S0378-7206(00)00061-6
  55. Munnukka, J., Karjaluoto, H., and Tikkanen, A. (2015). Are Facebook brand community members truly loyal to the brand? Computers in Human Behavior, 51(October), 429-439. https://doi.org/10.1016/j.chb.2015.05.031
  56. Nahapiet, J., and Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242-266. https://doi.org/10.2307/259373
  57. Nambisan, S., and Nambisan, P. (2008). How to profit from a better 'virtual customer environment'. MIT Sloan Management Review, 49(3), 53-61.
  58. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44. https://doi.org/10.1177/00222429990634s105
  59. Olsen, S. O. (2007). Repurchase loyalty: The role of involvement and satisfaction. Psychology & Marketing, 24(4), 315-341. https://doi.org/10.1002/mar.20163
  60. Owens, E., and Vickrey, D. (2014). News Feed FYI: Showing more timely stories from friends and pages.  (18.9.2014).
  61. Pai, P. Y., and Tsai, H. T. (2011). How virtual community participation influences consumer loyalty intentions in online shopping contexts: An investigation of mediating factors. Behavior and Information Technology, 30(5), 603-615. https://doi.org/10.1080/0144929X.2011.553742
  62. Park, J. W., Cho, E. Y., and Kim, H.-W. (2016). Examining context-specific social media marketing strategies. Asia Pacific Journal of Information Systems, 26(1), 143-162. https://doi.org/10.14329/apjis.2016.26.1.143
  63. Pera, R., Occhiocupo, N., and Clarke, J. (2016). Motives and resources for value co-creation in a multi-stakeholder ecosystem: A managerial perspective. Journal of Business Research, 69(10), 4033-4041. https://doi.org/10.1016/j.jbusres.2016.03.047
  64. Podsakoff, P. M., and Organ, D. W. (1986). Self-reports in organizational research: Problems and prospects. Journal of Management, 12(4), 531-544. https://doi.org/10.1177/014920638601200408
  65. Reinecke, L., Vorderer, P., and Knop, K. (2014). Entertainment 2.0? The role of intrinsic and extrinsic need satisfaction for the enjoyment of Facebook use. Journal of Communication, 64(3), 417-438. https://doi.org/10.1111/jcom.12099
  66. Roberts, J. A., Hann, I., and Slaughter, S. A. (2006). Understanding the motivations, participation, and performance of open source software developers: A longitudinal study of the apache projects. Management Science, 52(7), 984-999. https://doi.org/10.1287/mnsc.1060.0554
  67. Ryu, S., and Kim, Y. G. (2016). A typology of crowdfunding sponsors: Birds of a feather flock together? Electronic Commerce Research and Applications, 16(March), 43-54. https://doi.org/10.1016/j.elerap.2016.01.006
  68. Sabate, F., Berbegal-Mirabent, J., Canabate, A., and Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages. European Management Journal, 32(6), 1001-1011. https://doi.org/10.1016/j.emj.2014.05.001
  69. Tabachnick, B. G., and Fidell, L. S. (1996). Using multivariate statistics (3rd ed.), HarperCollins, New York.
  70. Tsai, W. H. S., and Men, L. R. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), 76-87. https://doi.org/10.1080/15252019.2013.826549
  71. Vargo, S. L., Maglio, P. P., and Akaka, M. A. (2008). On value and value co-creation: A service systems and service logic perspective. European Management Journal, 26(3), 145-152. https://doi.org/10.1016/j.emj.2008.04.003
  72. Venkatesh, V., Brown, S. A., and Sullivan, Y. W. (2016). Guidelines for conducting mixed-methods research: An extension and illustration. Journal of the Association for Information Systems, 17(7), 435-495. https://doi.org/10.17705/1jais.00433
  73. Vroom, V., and Jago, A. G. (1988). The new leadership: Managing participation in organizations. Prentice Hall, Englewood Cliffs, NJ.
  74. Wallace, E., Buil, I., de Chernatony, L., and Hogan, M. (2014). Who "likes" you ... and why? A typology of Facebook fans. Journal of Advertising Research, 54(1), 92-109. https://doi.org/10.2501/JAR-54-1-092-109
  75. Wu, J., Huang, L., Zhao, J. L., and Hua, Z. (2015). The deeper, the better? Effect of online brand community activity on customer purchase frequency. Information & Management, 52(7), 813-823. https://doi.org/10.1016/j.im.2015.06.001
  76. Wu, J., and Lu, X. (2013). Effects of extrinsic and intrinsic motivators on using utilitarian, hedonic, and dual-purposed information systems: A meta-analysis. Journal of the Association for Information Systems, 14(3), 153-191. https://doi.org/10.17705/1jais.00325
  77. Yen, H. J. R., Hsu, S. H. Y., and Huang, C. Y. (2011). Good soldiers on the web: Understanding the drivers of participation in online communities of consumption. International Journal of Electronic Commerce, 15(4), 89-120. https://doi.org/10.2753/JEC1086-4415150403
  78. Zhang, H., Lu, Y., Wang, B., and Wu, S. (2015). The impacts of technological environments and co-creation experiences on customer participation. Information & Management, 52(4), 468-482. https://doi.org/10.1016/j.im.2015.01.008
  79. Zhang, K. Z., Benyoucef, M., and Zhao, S. J. (2016). Building brand loyalty in social commerce: The case of brand microblogs. Electronic Commerce Research and Applications, 15(January), 14-25. https://doi.org/10.1016/j.elerap.2015.12.001
  80. Zhang, M., Jansen, B. J., and Chowdhury, A. (2011). Business engagement on Twitter: A path analysis. Electronic Markets, 21(3), 161-175. https://doi.org/10.1007/s12525-011-0065-z
  81. Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11-48. https://doi.org/10.2753/JEC1086-4415150101