An investigation of member initiated online communities from a marketing perspective: From social capital to brand benefit: An abstract

Kalogeraki, Angeliki ; Kuester, Sabine ; Janda, Sergej von

Document Type: Conference or workshop publication
Year of publication: 2023
Book title: 2023 Academy of Marketing Science Conference - Annual: Welcome to the New Normal: Life After the Chaos
Conference title: AMS Annual Conference 2023
Location of the conference venue: New Orleans, LA
Date of the conference: 17.-19.05.2023
Place of publication: Ruston, LA
Publishing house: Louisiana Tech University
Related URLs:
Publication language: English
Institution: Business School > Marketing & Innovation (Kuester 2005-)
Subject: 330 Economics
Abstract: Member-initiated online communities (MIOCs) serve as digital spaces where members meet, exchange ideas, and form relationships around a topic of common interest. With the rise of digital communication channels, MIOCs have grown and constitute potential market segments for companies to seize. Prior research has investigated information exchange and value generation in MIOCs for members, but third-party leverage of MIOCs from a marketing perspective is an unexplored research field. The current research investigates brand-generated posts in MIOCs from a persuasion knowledge and social capital theory perspective. Adopting varying levels of brand prominence, our findings from an exploratory survey study and four experiments show that lower brand prominence of a brand-generated post induces higher WOM and purchase intention, mediated by the mechanism of perceived post authenticity. Further, we find that the persuasion knowledge and authenticity mechanism are weakened for members with high social capital. This finding contributes to a better understanding of the role of social capital in situations where brands attempt entry into MIOCs. Our study is the first to generate insights into how brands can best enter MIOCs, contributing to the literature on brand prominence in online communities and monetization of social capital.
Additional information: Abstract auf Seite 10

Dieser Eintrag ist Teil der Universitätsbibliographie.

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