Paper sharing_examining branding co creation in brand communities on social media
- 1. Examining branding co-creation in brand communities on social media : Applying the paradigm of Stimulus-Organism-Response From International Journal of Information Management Shampy Kamboj, Bijoylaxmi Sarmah, Shivam Gupta, Yogesh Dwivedi(2018) Presenter ：CHEN,YOU-SHENG 2021/11/04
- 2. JCR For Journal of Management Information Systems JIF=14.098 /55 1
- 3. Vocabularies 1/2 P. English Chinese 169 Brand 品牌 (N.) 169 branding 品牌建立(Vn.) 169 SOR(Stimulus-Organism- Response) 環境刺激、行為個 體、回應 169 Prominent field 突出的領域 169 Broader view 拓展視野 169 SD-logic (Service-Dominant Logic) 服務主導邏輯 169 Paradigm shift 典範轉移 169 Juncture 接合點 169 practitioners 從業者 169 proliferation 湧現 P. English Chinese 169 conceptualization 概念化 170 Reputation image 聲譽形象 170 Cognitive condition 認知狀況 170 Brand likeability 品牌親和力 171 WOM(word of mouth) 口碑行銷 171 Resultant participation 組合式參與 171 Acquired by 從…獲得 171 Fulfilment of promises 履行承諾 171 Echoed by 引起…共鳴 171 Institutions 制度 171 Prospering 繁榮 172 Actor engagement 參與者參與 /55 2
- 4. Vocabularies 2/2 P. English Chinese 172 MNCs (Multinational Corporation) 跨國公司 172 feminine hygiene 女性衛生保健 172 Brands’ shared meanings 品牌的共享意義 172 Improvisational theatre 即興劇場 172 Celebrity endorser 名人代言 172 AMA (American Management Association) 美國經營管理協會 172 Enlighten 啟發 172 Positive traits 積極的個性 172 Trademark 商標 173 Self-congruity 自我一致性 P. English Chinese 173 Hedonistic pleasure 享樂主義 174 CSP (customer social participation ) 顧客社交參與 174 Political 政治 174 Emotional bond 情緒依附 175 Collectively 集體 175 Neglect 忽視 176 Deeply held 根深蒂固的 176 Tech-savvy 科技通 176 Probing respondents 調查受訪者 177 Convergent validity 聚合效度 177 Discriminant validity 區別效度 /55 3
- 5. 0 1 Introduction CONTENTS 02 Theoretical background 03 Research model and hypotheses development 04 Methodology 05 Data analysis and results 06 Discussion and implication 0 1 02 03 04 05
- 7. Introduction A number of studies in marketing have concentrated on co-creation as a paradigm shift • Co-creation involves the processes by which a company and its customers jointly participate in value creation (Prahalad and Ramaswamy, 2004) • Online communities on social media sites are providing a platform to customers to interact and jointly contribute to the process of co-creation (Zwass, 2010) /55 6
- 8. Introduction 2009 Schau, Muñiz, & Arnould Participation in brand communities leads to the creation of brand value 2009 Veloutsou and Moutinho Any brand community may positively or negatively impact brand reputation/brand image 2014 2017 2015 Kang et al. / Khan / Teichmann,Stokburger-Sauer, Plank, & Strobl Emphasis the usefulness of online communities’ effectiveness as a significant marketing instrument for co-creation of branding 2017 Hajli et al. Provide a huge scope for studying relevant issues related to branding co-creation in social media communities Scant research is available on empirically examined branding co-creation in brand communities in a social media context /55 7
- 9. Introduction The concept of brand communities recently captured the attention of several marketing researchers and practitioners This paper applying SOR(Stimulus-Organism- Response) paradigm to investigate customers’ motivations for participation in brand communities on social media We will examine empirically whether and how customers’ participation in social media brand communities leads to branding co-creation /55 8
- 11. The S-O-R framework suggests that some environmental aspects provoke the individual’ s emotional and cognitive condition, resulting in certain behavioural outcomes (Donovan and Rositer, 1982). This paper applies the “S-O-R framework” in the domain of consumer behaviour Theoretical background 2.1. Stimulus-Organism-Response (S-O-R) framework /55 10
- 12. “Stimulus” component Motivations for participation in communities that affect the internal state of customers (Wang and Fesenmaier, 2003) All these motivations have a significant influence on customer participation in brand communities Theoretical background 2.1. Stimulus-Organism-Response (S-O-R) framework /55 11
- 13. “Organism” component 3 dimensions of customer participation in SNSs’ brand communities (informational, attitudinal and actionable) are considered (Kamboj and Rahman, 2017) It will be influenced by the environmental cues that influence the affective and Theoretical background 2.1. Stimulus-Organism-Response (S-O-R) framework cognitive state of customers /55 12
- 14. “Response” component Refers to the consequences of customer participation in brand communities on social media (Donovan and Rositer, 1982) We investigate brand trust, brand loyalty and branding co-creation as out-comes of customer participation in social Theoretical background 2.1. Stimulus-Organism-Response (S-O-R) framework media brand communities /55 13
- 15. Social media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of User Generated Content (Kaplan and Haenlein, 2010) Theoretical background 2.2. Social media brand communities and customer participation Social networking sites(SNSs) brand communities Social context- can acquire huge information Structure- explicit structure Scale- have millions of member Storytelling- the form of media Affiliated- can be several subgroups /55 14
- 16. CSP：An effort to achieve co-creation of values through required but the voluntary interactive participation of the customers in service production and delivery process in social media (Chae and Ko, 2016) Customer participation in brand communities is an emerging area, and the majority of studies conducted on this topic are conceptual in nature(Casaló, Flavián, & Guinalíu, 2008) Theoretical background 2.2. Social media brand communities and customer participation Deliberate participation • Providing evaluation Unintentional participation • Searching information Resultant participation • WOM, intention behavior /55 15
- 17. (1/9)Basic theory of service design: S-D Logic Theoretical background 2.3. Branding co-creation with customer using social media /55 16 The customer is always a co- producer The customer is always a co-creator of value Value is cocreated by multiple actors, always including the beneficiary Foundational premises 6 (Vargo and Lusch) 2004 2006 2016 The creation of the value proposition– essentially, design, definition, production, etc co- production The actions of multiple actors, often unaware of each other, that contribute to each other’s wellbeing value co-creation
- 18. Theoretical background 2.3. Branding co-creation with customer using social media 2006 2004 Brodie, Glynn, and Little / Prahalad and Ramaswamy Branding from the S-D Logic perspective and suggested that brands are evolving due to value co-creation 2004 2009 Vargo and Lusch / Brodie,Whitto me, & Brush The S-D logic focuses on the value- adding processes that result in customer experience as a co-created value (2/9)Brands are evolving due to value co-creation /55 17
- 19. Theoretical background 2.3. Branding co-creation with customer using social media 2017 Simeoni and Cassia Value is co-created when the customer uses the product and integrates it with her/his own resources 2009 Brodie Co-creation has been conceptualised by a school of thought that viewed it as “service branding” through which the firm and the customer co-create brand meanings and brand experiences 2004 2000 Prahalad and Ramaswamy / Dall’OlmoRiley and De Chernatony The relationship between customer and brand as a two sided process with an emphasis on “reciprocity, mutual exchange and fulfilment of promises” 2009 Brodieet al. The interfaces of the brand include end customers, the company and its employees and the stakeholders (3/9) Customer co-create brand meanings and brand experiences /55 18
- 20. Theoretical background 2.3. Branding co-creation with customer using social media 2017 Hajli et al. Participation and involvement are an important element of co-creative branding 2009 Merz, He, & Vargo Branding nowadays has shifted from being a company- based activity to a joint co-creation activity, where both company and their customers participate 2013 Ind, Iglesias, & Schultz Value co-creation depicts a participative society where companies look to get valuable insights of customers about brands 2015 Parmentier Companies may innovate with customers via organising co-creative activities in a brand community (4/9) Emphasis on the branding co-creation /55 19
- 21. Theoretical background 2.3. Branding co-creation with customer using social media 2005 Lakhani and Wolf User-generated content about a brand is gaining importance and prospering on social media 2011 Kohler,Fueller, Matzler, Stieger, & Füller Brand communities are playing an active role in the development of a product/service 2006 Baldwin,Hienerth, & Von Hippel Companies get to know about consumers needs, wants and benefit from their shared knowledge through posts shared by brand community members 2010 Adebanjo and Michaelides Describe their members’ expertise, skills, and experience profile 2016 Storbacka, Brodie, Böhmann, Maglio, and Nenonen Proposed “actor engagement” as a micro foundation for value co-creation and discussed resource integration as a key for value co-creation (5/9) User-generated content about a brand (brand communities) /55 20
- 22. Theoretical background 2.3. Branding co-creation with customer using social media (6/9) User-generated content about a brand (brand communities) /55 21 P&G was able to interact with customers and was successful in branding co-creation with customers through customer education and awareness about its programmes and products on social media (Ramaswamy, 2009)
- 23. Theoretical background 2.3. Branding co-creation with customer using social media 2011 Kietzmann, Hermkens, McCarthy,& Silvestre, Mobile and online technologies provide an interactive platform to customers and communities to co-create, share, and modify content created by users 1996 Park,Jun, & Shocker These online platforms are channels that co-create brands and the branding process in an online situation 2000 Munizand O'Guinn Used by customers for experience sharing so as to create brands’ shared meanings 2009 Chordes Social media is transforming the process of online branding because of rapid information sharing (7/9) Contribution of social media in relationships between brands and customers /55 22
- 24. Theoretical background 2.3. Branding co-creation with customer using social media 2009 Payne, Storbacka, Frow, and Knox Suggested a model with 4 different elements 2015 France, Merrilees,and Miller Proposed a brand engagement model with involvement and self-congruity as branding co- creation precursors 2012 Singh and Sonnenburg Advocated using “Improvisational theatre” to ex- plain how brand owners use social media not only to enlighten stories related to the brand, but to co- create their brand in a relationship with others 2013 Gensler, Völckner, Liu- Thompkins, & Wiertz Discuss their experiences and share feedback regarding preferred brands with others to make them purchase (8/9)To organise the value co-creation process /55 23
- 25. Theoretical background 2.3. Branding co-creation with customer using social media 1989 McCracken Defined as “anyone who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement” 2011 2004 2008 2013 Miller and Laczniak Silvera and Austad Till,Stanley, & Priluck Chan,Leung Ng, & Luk Marketers believe that Describe their members’ expertise, skills, and experience profile ……. with celebrity endorsement that has positive effects on brand awareness and loyalty , attitudes toward advertising messages ,brand attitudes, and brand awareness 2010 Kumar et al. User endorsement is also important to improve brand reputation (9/9) Celebrity endorser /55 24
- 26. Theoretical background 2.4. Branding vs brand /55 25 Branding • described as a process (Kietzmann et al., 2011) Brand • A name, term, sign, symbol that Identifies the maker or seller of the product (Kotler and Armstrong, 2013)
- 27. 2007 Morrisonand Crane Used to build the image of a product/service 2004 Vargo and Lusch Rise in the service sector as a global phenomenon supported by the concept of “service-dominant logic” 2000 Berry Transformed conventional thought about brands 2011 Grönroos Determining factors for brand value and customer experience 2009 Brakus, Schmitt, & Zarantonello Positive experience is more likely to be loyal and have continuing connections with the brand 2006 2009 Brodie et al. Brodie et al. Contribution of brand as a boundary between customers, employees, and stakeholders of a company Theoretical background 2.4. Branding vs brand /55 26 History of brand
- 28. Theoretical background 2.5. Brand co-creation vs branding co-creation /55 27 The concept of brand co-creation emerges from the assumption, they actively participate in the creation of brand experiences (Prahalad and Ramaswamy, 2000; Vargo and Lusch, 2004) • (1/4)Limited 2015 France et al. the initial stage of development 2010 Hatch and Schultz provided a wider conceptualization of co-creation 2015 Franceet al. examination of customer co-creation and its influence on brand
- 29. Theoretical background 2.5. Brand co-creation vs branding co-creation 2009 Payne et al. The co-creation by customers can influence brand perception of other customers 2013 2012 Healy and McDonagh / Vallaster and von Wallpach Exchanges between the customer and firm, and via the customer’s brand experience, co-create the brand 2015 2009 France et al. Payne et al. The significance of brand co-creation by the customer is important 2015 France et al. Brand co-creation behaviours of customers are the customer-led interactions between the brand and customer (2/4) Influence brand perception of other customers /55 28
- 30. Theoretical background 2.5. Brand co-creation vs branding co-creation 2011 Kietzmannet al. co-create and share “user-generated content” using different platforms 1996 Park et al. These platforms are widely used for branding co- creation in an online environment 2009 Chordes The continuous use of social media platforms has changed the branding process online due to information sharing on a fast basis 2015 Parmentier found that firms can innovate with customers via co- creation activities in a brand community (3/4) Emergence of new technologies / innovate /55 29
- 31. Theoretical background 2.5. Brand co-creation vs branding co-creation 2009 Merz et al. The branding concept has shifted to value co-creation activity where both company and its customers participate in branding co-creation process 2004 2004 Prahalad and Ramaswamy / Vargo and Lusch co-creation is the process of customer’s engagement in as online customers are changed from inactive to active consumers 2013 Ind et al. Leads to a participatory culture where companies can search out the ways to acquire more insights of customers regarding their brands (4/4) Customer participation on social networking platforms /55 30
- 32. Theoretical background 2.5. Brand co-creation vs branding co-creation /55 31 Encounters when customers’ interactions are forming experiences Customers’ process of value-creation Influences of supplementary sources of brand knowledge suppliers Suppliers’ process of value-creation Value co-creation process model By Payne, Storbacka, Frow, and Knox (2009)
- 33. Research model and hypotheses development 03
- 34. 3.1. SNSs’ participation motivations and customer participation in SNSs’ brand communities Research model and hypotheses development /55 33 • Individuals’ use of SNS to more easily connect with people and to better maintain their connections building interpersonal relationships • Attractiveness, credibility, and expertise in order to create attachment and love by delivering beneficial outcomes for consumers and brands alike brand likeability • Use of SNS to fill time, derive hedonistic pleasure, relax, and have fun entertainment • Quests to acquire information that satisfies curiosity, fulfils general interests, and explains current news and cultural events information seeking • Offered as a part of special treatment or individualized services Incentives
- 35. 3.1. SNSs’ participation motivations and customer participation in SNSs’ brand communities Research model and hypotheses development /55 34 H1. SNS participation motivation positively influences customer participation in the brand community on social media. • An effort to achieve co-creation of values through required but voluntary interactive participation of the customers in service production and delivery process in social media customer participation on social
- 36. 3.2-4 Customer participation in SNSs’brand communities and brand trust / brand loyalty Research model and hypotheses development /55 35 • Feeling of security held by the consumer in his/her interaction with the brand brand trust • A deeply held commitment to rebuy or repatronize a preferred product/service consistently in the future brand loyalty
- 37. 3.2-4 Customer participation in SNSs’brand communities and brand trust / brand loyalty Research model and hypotheses development /55 36 H2. Customer participation in the social media brand community positively influences brand trust. 2005 Ha and Perks Defined brand trust as customers’ secure confidence that a particular brand will act in the way expected by customers 2008 Drury Online brand communities afford trusted, special and straight connections with the brand and can develop trust from others’ experience 2014 So, King, & Sparks Customers of online brand communities have a tendency to depict trust and loyalty towards brands
- 38. 3.2-4 Customer participation in SNSs’brand communities and brand trust / brand loyalty Research model and hypotheses development /55 37 H3. Customer participation in the social media brand community positively influences brand loyalty. 2014 Kang et al. One of the key consequences of participation in online communities may be brand loyalty 2002 McAlexander et al. Online community resulted in consumer identification and loyalty towards the brand. 2004 Koh and Kim Community members and are concerned with the issues associated with that brand. Thus, all these result in a high level of customer loyalty towards a brand in online brand communities
- 39. 3.2-4 Customer participation in SNSs’brand communities and brand trust / brand loyalty Research model and hypotheses development /55 38 H4. Brand trust in the social media brand community positively influences brand loyalty. 2007 1994 Casaló et al. / Morgan and Hunt Various scholars have studied trust as the main antecedent of loyalty and an important factor in building customers’ relationships 2010 Pizzutti and Fernandes Trustworthy behaviour of parties in future and will continue to acquire advantages from that relationship 2007 Casaló et al. Brand loyalty is associated with brand trust 1999 Lau and Lee Investigated the association between trust and loyalty and found a significant effect
- 40. Research model and hypotheses development /55 39 • The process of branding with customers in an online environment, as opposed to pairing two or more branded products to form a separate and unique product branding co- creation 3.5. Brand trust, brand loyalty, and branding co-creation 2011 Frow, Payne, & Storbacka The urge for understanding regarding how the brand is co-created collectively with the stakeholders is growing rapidly
- 41. Research model and hypotheses development /55 40 3.5. Brand trust, brand loyalty, and branding co-creation 2009 2017 Payne et al. / Hajli et al. looked at how branding co-creation occurs in a social media context. (i.e. commitment, word of mouth, satisfaction, trust, and loyalty influence branding co-creation) 2008 Abela and Murphy Trust is a precondition of value co-creation 2013 Gensler et al. Ideas of branding co-creation had been emphasised in the context of social media. Indeed, highlighted brand management in social media H5. Brand trust in the social media brand community positively influences branding co-creation. H6. Brand loyalty in the social media brand community positive lyinfluences branding co-creation.
- 42. Research model and hypotheses development /55 41 H7. Brand trust mediates the relationship between customer participation in SNSs’brand communities and brand loyalty. 2006 Palmatieret al. Relationship marketing reveals that influences of behaviours on outcomes are generally mediated via satisfaction, commitment, and trust 2006 Palmatier, Dant, Grewal, and Evans’s study Reveals customers’ communication and interaction tendencies have more influence on trust. 1994 Levenson, Carstensen, & Gottman Supported the influence of age and gender on physiology and individual behaviour 3.6-7. Brand trust as a mediator / control variables
- 43. Methodology 04
- 44. Methodology 4.1. Measurement development /55 43 11 items 3 items 9 items 3 items 3 items Fig. 1.Research model
- 45. Methodology 4.2. Data collection and sample /55 44 7-point Likert-type scale Agree– Disagree anchor statements Pre-test 35 students (senior doctoral) 750 questionnair es Large university in India 407 (Respone rate of 54%) Expert option 2- consumer behaviour and brand management 3- co-creation and branding >3 year social media marketing
- 46. Methodology 4.2. Data collection and sample /55 45 • The non-response biases were tested • The first fifty responses were compared with the last fifty and thus, the independent sample of the t-test displayed an insignificant difference between these two groups
- 47. Data analysis and results 05
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- 53. Discussion and implication /55 52 The present paper has tested the effects of social-media-based participation motivations on SNSs’ customer participation and the subsequent effect of customer participation on brand trust, brand loyalty, and branding co-creation The findings support all seven hypotheses This study confirms the positive and significant effect of both brand trust and brand loyalty on branding co-creation
- 54. Discussion and implication /55 53 6.1. Theoretical implications We assisted in setting up a conceptual background for the concept“ branding co-creation” via social media platforms with an S-O-R framework Building interpersonal relations, entertainment, and brand likeability bearing the strongest influence This study verifies customer participation with the latest viewpoints, such as branding co-creation, and social media strengthens the usage of these concepts across cultures
- 55. Discussion and implication /55 54 6.2. Practical implications Customers’ participation in social media brand communities exerts significant influence on brand trust, brand loyalty, and in turn on branding co-creation Managers may create and nurture participatory customer- base by accumulating knowledge and information Managers can offer incentives Enable managers to assist companies in understanding how a variety of motivation factors influence users’ social media participation
- 56. Discussion and implication /55 55 7. Limitations and future research Specific brand and industry Investigate the effect of customer participation Examine the dynamics of SNSs’ brand communities Examining the effect of each participation motivation Consider the response of respondents within some specific boundary such as restricting the analysis (Facebook) A possible numberof potential mediators and moderators
- 57. Resource 1. Examining branding co-creation in brand communities on social media: Applying the paradigm of Stimulus-Organism-Response(2018) 39, 169–185/Shampy Kamboj, Bijoylaxmi Sarmah, Shivam Gupta, Yogesh Dwivedi/ Download form https://www.sciencedirect.com/science/article/pii/S0268401217301974 2. PPT template- Online Retail Branding Guidelines from https://slidesgo.com/theme/online-retail-branding-guidelines#search- Brand+Guidelines&position-2&results-17 3. P6,8,15. Microsoft Stock images (royalty-free images) 4. P17. Service-Dominant Logic Book picture https://www.ebooks.com/en- us/book/1658652/service-dominant-logic/robert-f-lusch/ 5. P25. Branding & Brand picture from PPT Bing online picture
- 58. Extended learning 1. 服务设计与服务主导逻辑的关系 https://zhuanlan.zhihu.com/p/108404874 2. 关于品牌边界的一二事 http://www.woshipm.com/marketing/4059611.html 3. 顧客消費體驗預期形成之心理模式─ 環境心理學觀點/ Journal of e-Business 第二十卷 第 一期 2018 年6 月(pp.33～64) http://jeb.cerps.org.tw/files/JEB2018-002.pdf 4. SDL的觀念演進 https://m.xuite.net/blog/lwklearn/blog/408169037
- 62. THANKS !