Generation and Impact Mechanism of Social Capital in Online Brand Communities: An Exploratory Multiple-Case Study

Abstract

Abstract: In the Web 3.0 era, the grouping and interaction mechanisms in online brand communities have changed significantly, which entails further refinement and development of existing theories and research perspectives. This study, underpinned by the grounded theory and qualitative comparative analysis method, examines the psychological and behavioral characteristics of consumers participating in an online brand community and showing loyalty toward a brand based on a sample of six typical cases. It identifies six categories and their logical relationships for online brand communities. These categories include members' non-interactive participation, lack of perceived value, interaction among members, community social capital, community and brand recognition, and brand loyalty. Finally, it presents a conceptual model for the generation, composition, and impact mechanism of social capital in online brand communities. The study finds that social capital in online brand communities follows a dualistic generation pattern and indirectly influences brand loyalty through such factors as community recognition and brand recognition. Also, social capital is affected by the members' involvement and perceived fit between a community and brand as well as other factors.

Key words: online brand community, social capital, brand loyalty, grounded theory

WANG Jia. Generation and Impact Mechanism of Social Capital in Online Brand Communities: An Exploratory Multiple-Case Study[J]. JOURNAL OF CONTEMPORARY FINANCE AND ECONOMICS, 2018, 0(1): 122-136.

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