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Open AccessArticle

How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital

by 1, 1, 2,* and 1
1
Department of Marketing, Shenzhen University, Shenzhen 518060, China
2
Division of Business & Management, BNU-HKBU United International College, Zhuhai 519087, China
*
Author to whom correspondence should be addressed.
J. Theor. Appl. Electron. Commer. Res. 2021, 16(4), 922-936; https://doi.org/10.3390/jtaer16040052
Received: 1 February 2021 / Revised: 23 February 2021 / Accepted: 26 February 2021 / Published: 5 March 2021
(This article belongs to the Section Digital Marketing and the Connected Consumer)
Although online communities with a supportive climate encourage members to participate and exchange their information openly and freely, participants may perceive the community to be unsafe without proper control. Do controlling climates also contribute to the accumulation of social capital in online brand communities (OBCs)? The purpose of our study was to investigate how controlling and supportive climates jointly influence community identification, and to examine the mediating effects of social capital and the moderating effects of community age. A conceptual framework was proposed and tested with data collected from an online survey of 481 online brand community members. We found that both controlling and supportive climates had positive effects on social capital (trust and norms of reciprocity), which exerted a partial mediation between community climate and community identification in the OBCs examined. Developing a community climate was particularly effective in generating trust in older communities. This research contributes to the community literature and has important implications for community climate management. We identified the boundary conditions of the community climate-trust association. View Full-Text
Keywords: online brand community; social capital; brand identification; reciprocity online brand community; social capital; brand identification; reciprocity
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MDPI and ACS Style

Zhang, N.; Zhou, Z.; Zhan, G.; Zhou, N. How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 922-936. https://doi.org/10.3390/jtaer16040052

AMA Style

Zhang N, Zhou Z, Zhan G, Zhou N. How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(4):922-936. https://doi.org/10.3390/jtaer16040052

Chicago/Turabian Style

Zhang, Ning; Zhou, Zhimin; Zhan, Ge; Zhou, Nan. 2021. "How Does Online Brand Community Climate Influence Community Identification? The Mediation of Social Capital" J. Theor. Appl. Electron. Commer. Res. 16, no. 4: 922-936. https://doi.org/10.3390/jtaer16040052

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