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The Mystique of Customers' Saturation in Online Brand Communities

In: Consumer Behavior - Practice Oriented Perspectives

Author

Listed:
  • Zahy Ramadan
  • Ibrahim Abosag

Abstract

Most research studies in the area of online brand communities have largely studied the positive aspects of online brand communities, ignoring the negative influences, mainly the growing threat from customers' saturation within these communities. Given the lack of understanding on the concept of customer saturation in online brand communities, this study establishes the necessary early understanding on this important concept by combining various streams of marketing and brand literature as well as information system. This study enhances understanding through the development of five propositions focusing on the role of customers' saturation on (1) customers' experience within online brand communities, (2) brand relationship, and (3) the co-creation of value. The discussion and review of the current literature produces five important propositions. The propositions develop the direction that customer saturation in online brand communities is likely to impact three key areas.

Suggested Citation

  • Zahy Ramadan & Ibrahim Abosag, 2017. "The Mystique of Customers' Saturation in Online Brand Communities," Chapters, in: Senay Sabah (ed.), Consumer Behavior - Practice Oriented Perspectives, IntechOpen.
    • Handle: RePEc:ito:pchaps:116128
    DOI: 10.5772/intechopen.69193
    as

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    More about this item

    Keywords

    saturation; online brand community; brand relationship; customer experience; co-creation of value;
    All these keywords.

    JEL classification:

    • F10 - International Economics - - Trade - - - General

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