Promoting continual member participation in firm-hosted online brand communities: An organizational socialization approach

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• 作者：Junyun Liao ; Ph.D. student^a ; ^{haoyueshan@foxmail.com} ; Minxue Huang ; Professor^a ; ^{huangminxue@126.com} ; Bangming Xiao ; Lecturer^b ; ^{xiaobangming@mail.hzau.edu.cn}
• 关键词：Firm-hosted online brand community ; Socialization ; Member education ; Interaction support ; Participation feedback
• 刊名：Journal of Business Research
• 出版年：2017
• 出版时间：February 2017
• 年：2017
• 卷：71
• 期：Complete
• 页码：92-101
• 全文大小：417 K
• 卷排序：71

文摘

In the age of social media, an increasing number of firms have begun to host online brand communities (OBCs) to strengthen their relationship with their consumers. Despite the popularity of firm-hosted OBCs, building a successful online brand community is still a challenge for every firm because of the nature of voluntary participation. This paper introduces an organizational socialization approach to promote sustained member participation, a deciding factor for the success of online communities. Based on theory of organizational socialization, this study identifies three typical socialization tactics employed by sponsors of OBCs (i.e., member education, interaction support, and participation feedback). Further, we present an empirical study to examine their effects on members' membership continuance intention using the data collected from several firm-hosted OBCs. The mediator role of community identification and the moderator role of membership duration are investigated, and theoretical and managerial implications for community management are discussed.