Social Capital: An Influence on Critical to Success Factors in Online Brand Communities Online publication date: Thu, 20-Sep-2018
by Stephanie Meek; Claire Lambert; Maria M. Ryan; Madeleine Ogilvie
International Journal of Web Based Communities (IJWBC), Vol. 14, No. 3, 2018
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.
Online publication date: Thu, 20-Sep-2018
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Web Based Communities (IJWBC):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.If you still need assistance, please email firstname.lastname@example.org