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

Highlights：

• This study examines whether customer participation in social media brand communities affects brand trust, brand loyalty and branding co-creation.

• This study applying S-O-R framework and empirically validates a model for branding co-creation with customer participation in social media brand communities.

• Results indicated that SNSs participation motivations significantly affect customer participation, which in turn positively influences brand trust, brand loyalty and consequently resulted in branding co-creation.

• Findings also revealed brand trust as a mediator between customer participation and brand loyalty in social media brand communities.

摘要

•This study examines whether customer participation in social media brand communities affects brand trust, brand loyalty and branding co-creation.•This study applying S-O-R framework and empirically validates a model for branding co-creation with customer participation in social media brand communities.•Results indicated that SNSs participation motivations significantly affect customer participation, which in turn positively influences brand trust, brand loyalty and consequently resulted in branding co-creation.•Findings also revealed brand trust as a mediator between customer participation and brand loyalty in social media brand communities.

论文关键词：Customer participation,Motivations,Social media,Social networking sites,Online brand communities,Brand trust,Brand loyalty,Branding co-creation

论文评审过程：Received 9 March 2017, Revised 31 October 2017, Accepted 1 December 2017, Available online 22 December 2017, Version of Record 22 December 2017.