Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response

By Shampy Kamboj, Bijoylaxmi Sarmah, Shivam Gupta, Yogesh Kumar Dwivedi. International Journal of Information Management, 2018

553 citations recorded by the source corpus.

Abstract This paper examines the antecedents of branding co-creation that include social networking sites’(SNSs) participation motivations,customer participation, brand trust and brand loyalty in social media brand communities by applying the “Stimulus-Organism-Response paradigm”. The survey method was used to gather data from 407 social media users. Data were analysed using structural equation modeling techniques. The findings reveal that SNSs’ participation motivations positively influence customer participation, which in turn significantly affects brand trust and brand loyalty. Consequently, both brand trust and brand loyalty positively influence branding co-creation in brand communities on social media. Furthermore, brand trust contributes as a mediator between customer participation and brand loyalty on social media brand communities. Although studies on relationships examined through the lens of the Stimulus-Organism-Response paradigm are popular, to the authors’ surprise there is scant literature examining the relationships between SNSs’ participation motivations, customer participation in social media brand communities, brand trust, brand loyalty and branding co-creation.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/02a28d3451f8ca20e2d634204edb7cfc40668645

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Information Systems and Management

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Investigating the impact of social media advertising features on customer purchase intention (2018, background): “However, the significant interest in social media marketing has been in terms of advertising from both researchers’ and practitioners’ perspectives (i.e. Alalwan, Dwivedi, Rana, & Williams, 2016; Alalwan et al., 2017; Braojos-Gomez et al., 2015; Duffett, 2015; Jung, Shim, Jin, & Khang, 2016; Kamboj ”
Exploring Consumer Behavior in Virtual Reality Tourism Using an Extended Stimulus-Organism-Response Model (2018, background): “Chen and Yao 2018), customer engagement with online brand community characteristics (Islam and Rahman 2017), cocre-ation in social media communities (Kamboj et al. 2018), online shopping behavior (Peng and Kim 2014), and customer loyalty in online social commerce (Wu and Li 2018).”
Digital technologies: tensions in privacy and data (2022, unknown): “Social media(gathering demographics, psychological, geographic, and behavioral data) (de Oliveira Santini et al., 2020; Kamboj et al., 2018)”
The role of natural soundscape in nature-based tourism experience: an extension of the stimulus–organism–response model (2020, methodology): “…behaviour of customers (e.g. informational participation, actionable participation and attitudinal participation) in the social media brand community has a positive effect on consumer behavioural intention such as repeat purchasing, brand loyalty and pay more for the brand (Kamboj et al., 2018).”
Setting the future of digital and social media marketing research: Perspectives and research propositions (2020, background): “Research emanating across IS and marketing literatures do indicate that CX-design of D&SMT plays a fundamental role in encouraging favorable customer behaviors towards brands (Carlson et al., 2018; Kamboj et al., 2018).”
The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention (2019, unknown): “Moreover, some studies have delved into the process of value co-creation in brand communities on social media (Kamboj et al ., 2018; Okazaki, Díaz-Martín, Rozano, & Menéndez-Benito, 2015).”
The effect of characteristics of source credibility on consumer behaviour: A meta-analysis (2020, background): “eWOM communications about products and services work as a form of free ‘sales assistance’ (Chen and Xie, 2008; Kamboj et al., 2018; Purnawirawan et al., 2015), which help consumers to learn about products/services (Book et al.”
Measuring social media influencer index- insights from facebook, Twitter and Instagram (2019, background): “…(Chen et al., 2012; Ibrahim et al., 2016), brand promotions (Kaplan & Haenlein, 2010; Lipsman et al., 2012), brand marketing (Aggrawal et al., 2017a; Kapoor et al., 2018), brand and product co-creation (Kamboj et al. 2018; Rathore et al., 2016), product diffusion (Aggrawal et al., 2017b) etc.”
Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “The affective reaction reflects individuals’ feelings or emotions like satisfaction and happiness [49].”
Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media (2020, background): “Kamboj et al. (2018) find a positive relationship between customer participation over social networking sites and brand loyalty.”
Investigating the role of social media marketing on value co-creation and engagement: An empirical study in China and Hong Kong (2020, background): “…media has changed the means of communication between marketers and customers by encouraging more than 65 million firms to reach customers using social media platforms, offering an effective pathway relative to traditional marketing efforts (Hinson et al., 2019; Kaplan, 2015; Morra et al., 2018).”