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dc.contributor.authorWong, T
dc.contributor.authorHaddoud, M
dc.contributor.authorKwok, K
dc.contributor.authorHe, H
dc.date.accessioned2017-11-13T11:59:10Z
dc.date.available2017-11-13T11:59:10Z
dc.date.issued2018-05-14
dc.identifier.issn0263-5577
dc.identifier.issn1758-5783
dc.identifier.urihttp://hdl.handle.net/10026.1/10147
dc.description.abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>The purpose of this paper is to propose a research model to identify the key determinants and examine their impact towards online pro-brand and anti-brand community citizenship behaviours (CCBs).</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A survey based on the research model is used to collect empirical data from 260 and 200 members of online pro-brand communities (OBCs) and online anti-brand communities (OABCs), respectively. A two-stage approach employing fuzzy-set qualitative comparative analysis and artificial neural network (ANN) is first applied to uncover new observations.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>Moral identity and positive brand emotion (BE) are the two most influential factors driving both online pro-brand and anti-brand CCBs. A higher level of internalisation might be required to exhibit online anti-brand CCB as opposed to online pro-brand CCB. This contradicts the current understanding that anti-brand behaviours are less morally restricted given the virtuality and anonymity of online communities. OABC members may need to better justify themselves internally to overcome positive BE when exercising anti-brand action. Also, brand identification, brand dis-identification and BE would be used to identify two types of OABC members.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>The effect of motives other than pro-social remains unclear on online pro-brand and anti-brand CCBs.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This is the first paper to develop two new dimensions which provide a more complete definition of CCB. Also, some new observations are uncovered by comparing the effect of different key determinants on online pro-brand CCB against that of online anti-brand CCB. The research model can be used to define and improve member (or brand) engagement which would enhance the management of OBCs and OABCs.</jats:p> </jats:sec>

dc.format.extent850-872
dc.languageen
dc.language.isoen
dc.publisherEmerald
dc.subjectSocial support
dc.subjectSocial identity theory
dc.subjectArtificial neural network
dc.subjectOnline community participation
dc.subjectFuzzy-set qualitative comparative analysis
dc.subjectCommunity citizenship behaviour
dc.titleExamining the key determinants towards online pro-brand and anti-brand community citizenship behaviours: a two-stage approach
dc.typejournal-article
dc.typeArticle
plymouth.author-urlhttps://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000432263100011&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=11bb513d99f797142bcfeffcc58ea008
plymouth.issue4
plymouth.volume118
plymouth.publication-statusPublished
plymouth.journalIndustrial Management and Data Systems
dc.identifier.doi10.1108/IMDS-07-2017-0313
plymouth.organisational-group/Plymouth
plymouth.organisational-group/Plymouth/Faculty of Arts, Humanities and Business
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA
plymouth.organisational-group/Plymouth/REF 2021 Researchers by UoA/UoA17 Business and Management Studies
dcterms.dateAccepted2017-11-07
dc.rights.embargodate2018-7-11
dc.identifier.eissn1758-5783
dc.rights.embargoperiodNot known
rioxxterms.versionofrecord10.1108/IMDS-07-2017-0313
rioxxterms.licenseref.urihttp://www.rioxx.net/licenses/all-rights-reserved
rioxxterms.licenseref.startdate2018-05-14
rioxxterms.typeJournal Article/Review


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