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Sustainability 2019, 11(2), 339; https://doi.org/10.3390/su11020339

Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness

1
Business School, Henan University, Kaifeng 475004, China
2
Business School, Beijing Normal University, Beijing 100875, China
*
Author to whom correspondence should be addressed.
Received: 30 November 2018 / Revised: 21 December 2018 / Accepted: 24 December 2018 / Published: 11 January 2019
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Abstract

Literature investigating social capital theory and Chinese family culture suggests that social capital exists in virtual brand communities, bringing convenience to members, contributing to the cultivation of pan-family consciousness, and affecting consumer knowledge-sharing. In this study, we considered members of virtual brand communities as the research subjects, then analyzed the data using SPSS19.0 and AMOS21.0. We showed that network density, shared language, and shared vision of social capital have a positive impact on pan-family consciousness. This, in turn, had a positive influence on knowledge-sharing, thus playing an intermediary role between cognitive capital and consumer knowledge-sharing. View Full-Text
Keywords: social capital; virtual brand communities; pan-family consciousness; knowledge-sharing social capital; virtual brand communities; pan-family consciousness; knowledge-sharing
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Zhang, J.; Zhu, Q.; Wang, Y. Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness. Sustainability 2019, 11, 339.

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