The value of participation in virtual consumer communities on brand loyalty

By Rong-An Shang, Yu-Chen Chen, Hsueh-Jung Liao. Internet Research, 2006

412 citations recorded by the source corpus.

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

View Paper: https://www.semanticscholar.org/paper/a1e36cf79747375cb9e5ad1afcf56a024dad5304

How researchers see this paper

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

In Marketing

In Organizational Behavior and Human Resource Management

In Sociology and Political Science

Citations in the corpus

Understanding user participation in online communities: A systematic literature review of empirical studies (2015, background): “Online communities have been found to beneﬁt companies in many ways, as they can increase brand loy-alty, trust, and interest in the products (Shang et al., 2006; Tsai & Pai, 2012), improve customer relationship, and attract new customers (Kang et al., 2014).”
Customer engagement in a Facebook brand community (2012, background): “information seeking) is a form of passive participation, whereas posting comments is active (Shang et al., 2006).”
Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response (2018, background): “We base this proposal on our belief that online communities in the environment of “computer-mediated communication (CMC)” such as SNSs on social media (Boyd and Ellison, 2007) may provide the information necessary to satisfy the customers’ cognitive and affective needs (Shang et al., 2006).”
Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love (2019, background): “These findings contribute to the literature on CBE in social media by highlight that “lurking” is a participative and valuable form of social media behavior, and that, although less visible, lurkers are a valuable target for brand communications on Facebook (Azar et al., 2016; Edelmann, 2013; Shang ”
An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites (2010, background): “Consumer-generated brand communities (CGBCs) are built and managed in a volunteer manner by enthusiastic consumers who are ardent about information exchange and relationship establishment among peer consumers (Shang et al., 2006).”
Engaging and retaining customers with AI and employee service (2020, positive): “Customer engagement can be associated with customer loyalty (Dholakia et al., 2004; Shang et al., 2006; Zheng et al., 2015).”