Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective

Formation mechanism of contributors' self-identity based on social identity in online knowledge communities

Introduction

Contributors' self-identity is a critical element in the sustainable development of online knowledge communities (OKCs). However, research concerning the formation mechanism of contributors' self-identity remains scarce. This research posits information support, novel posting and sense of self-worth as mediating variables between social identity and self-identity to construct a path model, aiming to explore the way in which self-identity is formed on the basis of social identity in OKCs.

Methods

To examine this mode, an online survey was administered to many different OKCs, and 515 usable questionnaire responses were collected. Structural equation modeling was then employed to examine the model.

Results

The R2 value of self-identity was 0.627, thus indicating that the model was able to explain 62.7% of the variance in self-identity. We find that self-identity emerges through the mediating effects of information support, novel posting and sense of self-worth. In addition, social identity can elicit novel posting and information support, which are all beneficial for enhancing the dynamics of OKCs and further generate sense of self-worth. We also observe that although social identity and individualized behavior (novel posting) are generally incompatible, they can be compatible in the context of OKCs.

Discussion

Self-identity as a contributor can be formed on the basis of social identity via the social path and the psychological path in OKCs, while the two paths for fostering self-identity are not independent of each other, and there is also a very strong link between behavioral and psychological mechanisms.

Effect of introducing virtual community and community group buying on customer’s perceived value and loyalty behavior: A convenience store-based perspective

Customers’ declining receptivity to conventional marketing tools has been a challenge for convenience stores. To overcome this, retailers are turning to social media as a new, potent marketing tool for creating business prospects and encouraging direct customer interaction. However, it is still unknown how social media marketing affects the shifts in customer behavior. This paper expands on the relationship of “loyalty program (LP) + virtual community experience → perceived value → customer loyalty” in the traditional convenience store scenario, refining the variables of virtual community experience, perceived value, and customer loyalty. It also compares the effectiveness of different LP design structures (reward amounts × reward time limits) and explores the mediation impact of program loyalty and the moderation effect of alternative attractiveness. The results demonstrate the superior performance of LPs with an expiry policy and differential returns and highlight the importance of enhancing members’ virtual community experiences in fostering customer perceived value and loyalty. The results also show the minor negative moderation impact of community group buying and prove that emotional value significantly impacts customer loyalty. Still, the social value does not affect program loyalty. The recommendations are offered, such as designing growing-oriented and periodical zeroing LPs, as well as using new social media marketing tools (virtual community-based marketing) to empower traditional marketing techniques (LP-based relationship marketing) and constructing a “convenience store + community group buying” model. The findings have substantial theoretical and practical implications for traditional convenience stores in properly implementing loyalty and social media marketing tactics to maximize customer value and loyalty with a limited budget.

Exploring the Impact of Individual and Social Antecedents on Teachers' Teaching Innovation: Perspective of Goal-Oriented Behavior and Social Identity

Many scholars have investigated education management. Scholars in the education field have made significant achievements in contributing to multiple educational reform policies, while other scholars discuss teacher-related issues from the perspective of organizational behavior. The teaching innovation of high school teachers plays a critical role in students' learning attitude and motivation, especially in the context of the COVID-19 pandemic. Teachers need to utilize more diversified teaching methods to enable students to carry out effective learning. In order to examine teachers' teaching innovation, this study explores teaching innovation intentions and performance from the perspective of individual and social factors in combination with goal-oriented behavior and social identity theory. This study conducts questionnaires with a sample of Chinese coastal high school teachers, and obtains a total of 475 responses. The research results show that innovation attitude, positive anticipated emotion, group norms and social identity positively affect teachers' teaching innovation intention; furthermore, teachers' teaching innovation intention also positively affects their teaching innovation performance. Based on the comprehensive research findings, this research proposes corresponding theoretical and practical implications.

Understanding the Relative Impact of Dual Identification on Brand Loyalty on Social Media: The Regulatory Fit Perspective in Different Cultures

This study explorers whether the relative impacts of brand identification and identification with other users of brand pages on brand loyalty vary according to consumers' regulatory focus. By integrating social identification theory with regulatory focus theory, this study adopts a dual identification framework to compare the differential impacts of promotion regulatory fit and prevention regulatory fit on brand loyalty. Besides, the moderating effects of product type on the relationship between promotion/prevention regulatory fit and brand loyalty are further investigated. Finally, this study uses different combinations of information technology (IT) affordances in order to examine their influences on each identification target. The current study adopts a qualitative methodology and involved conducting semi-structured interviews with 27 brand page users in regard to IT affordances and their subdimensions. The research model was empirically tested using a cross-country comparison of data collected from surveys conducted in China and the United States. The results support our hypotheses and confirm the differential effects of promotion and prevention regulatory fit on brand loyalty. Theoretically, our study enhances our understanding of the relative effect of dual identification on brand loyalty on social media. Practically, our study delivers insights for companies into how social media brand pages can be used as a strategic tool to achieve brand values.