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

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

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.

Suggested Citation

  • Li, Stacey & Modi, Pratik & Wu, Meng-Shan (Sharon) & Chen, Cheng-Hao (Steve) & Nguyen, Bang, 2019. "Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs)," Technological Forecasting and Social Change, Elsevier, vol. 139(C), pages 303-310.
    • Handle: RePEc:eee:tefoso:v:139:y:2019:i:c:p:303-310
    DOI: 10.1016/j.techfore.2018.11.018
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    References listed on IDEAS

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    5. Luo, Nuan & Wang, Yu & Zhang, Mingli & Niu, Tao & Tu, Jianbo, 2020. "Integrating community and e-commerce to build a trusted online second-hand platform: Based on the perspective of social capital," Technological Forecasting and Social Change, Elsevier, vol. 153(C).
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    7. 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).
    8. Ruiz-Palomino, Pablo & Yáñez-Araque, Benito & Jiménez-Estévez, Pedro & Gutiérrez-Broncano, Santiago, 2022. "Can servant leadership prevent hotel employee depression during the COVID-19 pandemic? A mediating and multigroup analysis," Technological Forecasting and Social Change, Elsevier, vol. 174(C).

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