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Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness

Author

Listed:
  • Jiemei Zhang

    (Business School, Henan University, Kaifeng 475004, China)

  • Qingbo Zhu

    (Business School, Henan University, Kaifeng 475004, China)

  • Yupei Wang

    (Business School, Beijing Normal University, Beijing 100875, China)

Abstract

Literature investigating social capital theory and Chinese family culture suggests that social capital exists in virtual brand communities, bringing convenience to members, contributing to the cultivation of pan-family consciousness, and affecting consumer knowledge-sharing. In this study, we considered members of virtual brand communities as the research subjects, then analyzed the data using SPSS19.0 and AMOS21.0. We showed that network density, shared language, and shared vision of social capital have a positive impact on pan-family consciousness. This, in turn, had a positive influence on knowledge-sharing, thus playing an intermediary role between cognitive capital and consumer knowledge-sharing.

Suggested Citation

  • Jiemei Zhang & Qingbo Zhu & Yupei Wang, 2019. "Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness," Sustainability, MDPI, vol. 11(2), pages 1-19, January.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:2:p:339-:d:196775
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    References listed on IDEAS

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    Cited by:

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    2. Peng Wu & Ran Feng, 2021. "Social Media and Health: Emerging Trends and Future Directions for Research on Young Adults," IJERPH, MDPI, vol. 18(15), pages 1-21, July.
    3. Lianren Wu & Jinjie Li & Jiayin Qi & Deli Kong & Xu Li, 2021. "The Role of Opinion Leaders in the Sustainable Development of Corporate-Led Consumer Advice Networks: Evidence from a Chinese Travel Content Community," Sustainability, MDPI, vol. 13(19), pages 1-20, October.
    4. Meng Zhang & Yang Gao & Minghe Sun & Datian Bi, 2020. "Influential Factors and the Realization Mechanism of Sustainable Information-Sharing in Virtual Communities from a Knowledge Fermenting Perspective," SAGE Open, , vol. 10(4), pages 21582440209, November.
    5. Shunfeng Zhang & Linghao Zhang, 2023. "The Influence of Brand Social Interaction on Purchase Intention: A Perspective of Social Capital," SAGE Open, , vol. 13(2), pages 21582440231, May.
    6. Sikandar Ali Qalati & Wenyuan Li & Naveed Ahmed & Manzoor Ali Mirani & Asadullah Khan, 2020. "Examining the Factors Affecting SME Performance: The Mediating Role of Social Media Adoption," Sustainability, MDPI, vol. 13(1), pages 1-24, December.
    7. Jiaqi Liu & Zhenping Zhang & Jiayin Qi & Hong Wu & Manyi Chen, 2019. "Understanding the Impact of Opinion Leaders’ Characteristics on Online Group Knowledge-Sharing Engagement from In-Group and Out-Group Perspectives: Evidence from a Chinese Online Knowledge-Sharing Com," Sustainability, MDPI, vol. 11(16), pages 1-28, August.
    8. Yang Yongchun & Sun Yan & Wang Weiwei, 2019. "Research on Tibetan Folk’s Contemporary Tibetan Cultural Adaptive Differences and Its Influencing Factors—Taking ShigatseCity, Tibet, China as an Example," Sustainability, MDPI, vol. 11(7), pages 1-29, April.

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