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Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs)

Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs)
Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs)
Social capital plays a significant role in understanding online community relationships in the marketing field. However, the construct of social capital has not been studied in the context of consumer-initiated online brand communities (COBCs). This paper develops a model of social capital in COBCs as a higher order reflective latent construct having four first-order dimensions. Responses of 353 members from 35 Volkswagen COBCs in China were obtained and analysed using Structural Equation Modelling. The data supports our model of social capital in COBCs, providing a greater understanding of social capital in COBCs that will help Chinese marketers utilise COBCs more effectively.
0040-1625
Li, Stacey
ae89e8b5-7d7b-4723-bfac-40c5c01fbc68
Modi, Pratik
3531ade1-acc4-40b1-a0aa-ba05ff6d357a
Wu, Meng-Shan
22cf1809-96a2-4076-86b3-746000b5f3bd
Chen, Cheng-Hao
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8
Li, Stacey
ae89e8b5-7d7b-4723-bfac-40c5c01fbc68
Modi, Pratik
3531ade1-acc4-40b1-a0aa-ba05ff6d357a
Wu, Meng-Shan
22cf1809-96a2-4076-86b3-746000b5f3bd
Chen, Cheng-Hao
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
7b8e2610-577a-4f04-917b-ffe20fd620c8

Li, Stacey, Modi, Pratik, Wu, Meng-Shan, Chen, Cheng-Hao and Nguyen, Bang (2018) Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs). Technological Forecasting and Social Change. (doi:10.1016/j.techfore.2018.11.018).

Record type: Article

Abstract

Social capital plays a significant role in understanding online community relationships in the marketing field. However, the construct of social capital has not been studied in the context of consumer-initiated online brand communities (COBCs). This paper develops a model of social capital in COBCs as a higher order reflective latent construct having four first-order dimensions. Responses of 353 members from 35 Volkswagen COBCs in China were obtained and analysed using Structural Equation Modelling. The data supports our model of social capital in COBCs, providing a greater understanding of social capital in COBCs that will help Chinese marketers utilise COBCs more effectively.

Text
2018 TFSC Final COBC paper 19_10_17 - Accepted Manuscript
Restricted to Repository staff only until 28 May 2020.
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More information

Accepted/In Press date: 22 November 2018
e-pub ahead of print date: 28 November 2018

Identifiers

Local EPrints ID: 426547
URI: https://eprints.soton.ac.uk/id/eprint/426547
ISSN: 0040-1625
PURE UUID: a3106e73-587b-4dfd-a4e3-5c7229e71a49
ORCID for Cheng-Hao Chen: ORCID iD orcid.org/0000-0002-7548-7234

Catalogue record

Date deposited: 30 Nov 2018 17:30
Last modified: 01 May 2019 00:30

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