Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours: a two-stage approach
dc.contributor.author | Wong, T | |
dc.contributor.author | Haddoud, Mohamed Yacine | |
dc.contributor.author | Kwok, K | |
dc.contributor.author | He, H | |
dc.date.accessioned | 2017-11-13T11:59:10Z | |
dc.date.available | 2017-11-13T11:59:10Z | |
dc.date.issued | 2018-05-14 | |
dc.identifier.issn | 0263-5577 | |
dc.identifier.issn | 1758-5783 | |
dc.identifier.uri | http://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.extent | 850-872 | |
dc.language | en | |
dc.language.iso | en | |
dc.publisher | Emerald | |
dc.subject | Social support | |
dc.subject | Social identity theory | |
dc.subject | Artificial neural network | |
dc.subject | Online community participation | |
dc.subject | Fuzzy-set qualitative comparative analysis | |
dc.subject | Community citizenship behaviour | |
dc.title | Examining the key determinants towards online pro-brand and anti-brand community citizenship behaviours: a two-stage approach | |
dc.type | journal-article | |
dc.type | Journal Article | |
plymouth.author-url | https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000432263100011&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=11bb513d99f797142bcfeffcc58ea008 | |
plymouth.issue | 4 | |
plymouth.volume | 118 | |
plymouth.publication-status | Published | |
plymouth.journal | Industrial Management and Data Systems | |
dc.identifier.doi | 10.1108/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.dateAccepted | 2017-11-07 | |
dc.rights.embargodate | 2018-7-11 | |
dc.identifier.eissn | 1758-5783 | |
dc.rights.embargoperiod | Not known | |
rioxxterms.versionofrecord | 10.1108/IMDS-07-2017-0313 | |
rioxxterms.licenseref.uri | http://www.rioxx.net/licenses/all-rights-reserved | |
rioxxterms.licenseref.startdate | 2018-05-14 | |
rioxxterms.type | Journal Article/Review |