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

Stacey Li; Pratik Modi; Meng-Shan (Sharon) Wu; Cheng-Hao (Steve) Chen; Bang Nguyen

doi:10.1016/j.techfore.2018.11.018

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

Stacey Li, Pratik Modi, Meng-Shan (Sharon) Wu, Cheng-Hao (Steve) Chen, Bang Nguyen

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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.

Original language	English
Journal	Technological Forecasting and Social Change
Early online date	28 Nov 2018
DOIs	https://doi.org/10.1016/j.techfore.2018.11.018
Publication status	Early online - 28 Nov 2018

Keywords

social capital
online brand communities
consumer-initiated online brand communities
social media

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10.1016/j.techfore.2018.11.018

2018 TFSC Final COBC paper Accepted author manuscript (Post-print), 431 KBLicence: CC BY-NC-ND

https://linkinghub.elsevier.com/retrieve/pii/S0040162517314592

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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. ",

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AU - Chen, Cheng-Hao (Steve)

AU - Nguyen, Bang

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AB - 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.

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JO - Technological Forecasting and Social Change

JF - Technological Forecasting and Social Change

ER -

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

Abstract

Keywords

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