Social capital: An influence on critical to success factors in online brand communities

Document Type

Journal Article

Publication Title

International Journal of Web Based Communities

Publisher

Inderscience Publishers

Place of Publication

United Kingdom

School

School of Business and Law

RAS ID

24552

Comments

Meek, S., Lambert, C., Ryan, M. M., & Ogilvie, M. (2018). Social Capital: An Influence on Critical to Success Factors in Online Brand Communities. International Journal of Web Based Communities, 14(3), 268-288. Available here.

Abstract

This study investigates the influence of social capital on the factors that are critical to continued participation in online brand communities (OBCs). The empirical investigation follows a structural equation modelling approach with data from 659 OBC members. Results indicate that social capital as a multidimensional construct represented by shared language, shared vision, social trust and reciprocity has a significant influence on an OBC members’ participative behaviour, their sense of belonging (SOB), network ties, perceived enjoyment and perceived ease of use; all of which ensure longevity of the community. Consequently, stakeholders can use this information to develop strategies that will ensure the ongoing success of their OBCs.

DOI

10.1504/IJWBC.2018.094920

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