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A multidimensional scale for measuring online brand community social capital (OBCSC)

Author

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  • Meek, Stephanie
  • Ryan, Maria
  • Lambert, Claire
  • Ogilvie, Madeleine

Abstract

Online brand communities (OBCs) provide businesses with a mechanism to generate unparalleled consumer engagement, loyal customer relationships, and reliable marketing intelligence. Pertinent to the effectiveness of OBCs is the development of social capital that has the propensity to enhance the quality of interactive relationships within the community, thereby influencing factors critical to the ongoing success of the OBC. This paper considers existing conceptualisations of social capital in the on and offline environments to develop and test an empirical social capital scale specific to OBCs. Results indicate that social capital in an OBC environment is a multidimensional construct determined by the level of shared language, shared vision, social trust and reciprocity that exists within the structure of the community. The resultant online brand community social capital (OBCSC) scale exhibits sound psychometric properties demonstrating a reliable and valid measure.

Suggested Citation

  • Meek, Stephanie & Ryan, Maria & Lambert, Claire & Ogilvie, Madeleine, 2019. "A multidimensional scale for measuring online brand community social capital (OBCSC)," Journal of Business Research, Elsevier, vol. 100(C), pages 234-244.
    • Handle: RePEc:eee:jbrese:v:100:y:2019:i:c:p:234-244
    DOI: 10.1016/j.jbusres.2019.03.036
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    Citations

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    Cited by:

    1. Sanz-Blas, Silvia & Buzova, Daniela & Pérez-Ruiz, Pilar, 2021. "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    2. Wioleta Kucharska & Denise A.D.Bedford, 2019. "Love Your Mistakes!-They Help You Adapt To Change. The New Scale Of Learning Culture," GUT FME Working Paper Series A 60, Faculty of Management and Economics, Gdansk University of Technology.
    3. Kucharska, Wioleta, 2022. "Tacit knowledge influence on intellectual capital and innovativeness in the healthcare sector: A cross-country study of Poland and the US," Journal of Business Research, Elsevier, vol. 149(C), pages 869-883.
    4. Pan, Mengyang & Hill, James & Blount, Ian & Rungtusanatham, Manus, 2022. "Relationship building and minority business growth: Does participating in activities sponsored by institutional intermediaries help?," Journal of Business Research, Elsevier, vol. 142(C), pages 830-843.
    5. Wioleta Kucharska & G. Scott Erickson, 2021. "Tacit Knowledge Awareness And Sharing Influence On Innovation," GUT FME Working Paper Series A 63, Faculty of Management and Economics, Gdansk University of Technology.
    6. Ramos, Célia M.Q. & Casado-Molina, Ana-María, 2021. "Online corporate reputation: A panel data approach and a reputation index proposal applied to the banking sector," Journal of Business Research, Elsevier, vol. 122(C), pages 121-130.
    7. Rosamartina, Schena & Giustina, Secundo & Domenico, De Fano & Pasquale, Del Vecchio & Angeloantonio, Russo, 2022. "Digital reputation and firm performance: The moderating role of firm orientation towards sustainable development goals (SDGs)," Journal of Business Research, Elsevier, vol. 152(C), pages 315-325.
    8. Wong, Amy & Lee, Marcus, 2022. "Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Jeong, So Won & Ha, Sejin & Lee, Kyu-Hye, 2021. "How to measure social capital in an online brand community? A comparison of three social capital scales," Journal of Business Research, Elsevier, vol. 131(C), pages 652-663.
    10. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    11. Keyoor Purani & Krishnan Jeesha, 2022. "Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 52-70, June.

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