IDEAS home Printed from https://ideas.repec.org/a/eco/journ3/2022-06-5.html
   My bibliography  Save this article

Impact of Consumer Empowerment on Satisfaction in an Online Brand Community: Mediating role of the Online Experience Toward the Brand

Author

Listed:
  • Habiba Ben Ameur

    (Faculty of Economics and Management of Tunis, University of Tunis El Manar, Business and Marketing Research, Tunisia.)

  • Kaouther Saeid Ben Rached

    (Faculty of Economics and Management of Tunis, University of Tunis El Manar, Business and Marketing Research, Tunisia.)

Abstract

In a connected world, the consumer has become an actor, informed and has access to all types of information. He can express his opinions, his experiences and seeks to acquire more control and power, which gives him meaning in his consumption (Moussafir and Qmichchou, 2021). According to Pruche (2014), consumer empowerment is associated more particularly with the development of e-commerce, which not only allows access to information but also facilitates the comparison of offers and makes the consumer more autonomous in its decision-making process. Through this academic work, we sought to know the relationship between consumer empowerment and satisfaction while specifying the role of the online experience towards the brand. The results of a survey carried out among 300 Tunisian Internet users subscribed to the online brand community "Mabrouk" reveal that the relationship between empowerment-satisfaction and online empowerment-experience towards the brand is significant, while the relationship between online experience and satisfaction is not significant.

Suggested Citation

  • Habiba Ben Ameur & Kaouther Saeid Ben Rached, 2022. "Impact of Consumer Empowerment on Satisfaction in an Online Brand Community: Mediating role of the Online Experience Toward the Brand," International Review of Management and Marketing, Econjournals, vol. 12(6), pages 44-54, November.
    • Handle: RePEc:eco:journ3:2022-06-5
    as

    Download full text from publisher

    File URL: https://www.econjournals.com/index.php/irmm/article/download/13776/7054
    Download Restriction: no
    File URL: https://www.econjournals.com/index.php/irmm/article/view/13776
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Matthew Katz & Bob Heere, 2015. "Empowerment within brand communities: Overcoming the Achilles’ Heel of scale-free networks," Sport Management Review, Taylor & Francis Journals, vol. 18(3), pages 370-383, July.
    3. Katz, Matthew & Heere, Bob, 2015. "Empowerment within brand communities: Overcoming the Achilles’ Heel of scale-free networks," Sport Management Review, Elsevier, vol. 18(3), pages 370-383.
    4. Christophe Benavent & Yves Evrard, 2002. "Extension du domaine de l'expérience," Post-Print halshs-02919725, HAL.
    5. David Dubois & Derek D. Rucker & Adam D. Galinsky, 2011. "Generous Paupers and Stingy Princes: Power Drives Consumer Spending on Self versus Others," Post-Print hal-00621230, HAL.
    6. Labrecque, Lauren I., 2014. "Fostering Consumer–Brand Relationships in Social Media Environments: The Role of Parasocial Interaction," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 134-148.
    7. Ronald D. Doctor, 1991. "Information technologies and social equity: Confronting the revolution," Journal of the American Society for Information Science, Association for Information Science & Technology, vol. 42(3), pages 216-228, April.
    8. Derek D. Rucker & David Dubois & Adam D. Galinsky, 2011. "Generous Paupers and Stingy Princes: Power Drives Consumer Spending on Self versus Others," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 1015-1029.
    9. Sanam Akhavannasab & Danilo C. Dantas & Sylvain Senecal, 2018. "Consumer empowerment in consumer–firm relationships: conceptual framework and implications for research," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 214-227, December.
    10. Labrecque, Lauren I. & vor dem Esche, Jonas & Mathwick, Charla & Novak, Thomas P. & Hofacker, Charles F., 2013. "Consumer Power: Evolution in the Digital Age," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 257-269.
    11. Snipes, Robin L. & Oswald, Sharon L. & LaTour, Michael & Armenakis, Achilles A., 2005. "The effects of specific job satisfaction facets on customer perceptions of service quality: an employee-level analysis," Journal of Business Research, Elsevier, vol. 58(10), pages 1330-1339, October.
    12. Zaglia, Melanie E., 2013. "Brand communities embedded in social networks," Journal of Business Research, Elsevier, vol. 66(2), pages 216-223.
    13. Pereira, Hélia Gonçalves & Salgueiro, Maria de Fátima & Rita, Paulo, 2016. "Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 279-291.
    14. Hoffman, Donna L. & Novak, Thomas P., 2009. "Flow Online: Lessons Learned and Future Prospects," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 23-34.
    15. Nambisan, Priya & Watt, James H., 2011. "Managing customer experiences in online product communities," Journal of Business Research, Elsevier, vol. 64(8), pages 889-895, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Michaud Trevinal, Aurélia & Stenger, Thomas, 2014. "Toward a conceptualization of the online shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 314-326.
    2. Aurélia Michaud-Trévinal & Thomas Stenger, 2014. "Toward a conceptualization of the online shopping experience," Post-Print hal-01743643, HAL.
    3. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    4. Kumar, Jitender & Kumar, Vikas, 2020. "Drivers of brand community engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Gerrath, Maximilian H.E.E. & Usrey, Bryan, 2021. "The impact of influencer motives and commonness perceptions on follower reactions toward incentivized reviews," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 531-548.
    6. Hwang, YooHee & Shin, Joongwon & Mattila, Anna S., 2018. "So private, yet so public: The impact of spatial distance, other diners, and power on solo dining experiences," Journal of Business Research, Elsevier, vol. 92(C), pages 36-47.
    7. Raed S. Algharabat & Nripendra P. Rana, 0. "Social Commerce in Emerging Markets and its Impact on Online Community Engagement," Information Systems Frontiers, Springer, vol. 0, pages 1-22.
    8. Mourali, Mehdi & Yang, Zhiyong & Pons, Frank & Hassay, Derek, 2018. "Consumer power and choice deferral: The role of anticipated regret," International Journal of Research in Marketing, Elsevier, vol. 35(1), pages 81-99.
    9. Pierre Volle & Ahmed Anis Charfi, 2011. "Valeur perçue et comportements en ligne en état d'immersion : le rôle modérateur de l'implication et de l'expertise," Post-Print halshs-00638649, HAL.
    10. Simon, Françoise, 2017. "Relationship norms and media gratification in relational brand communication," Journal of Business Research, Elsevier, vol. 79(C), pages 12-22.
    11. Hepworth, Adam & Young Lee, Na & Zablah, Alex R., 2021. "Feeling anxious: The dark side of checkout charity solicitations," Journal of Business Research, Elsevier, vol. 136(C), pages 330-342.
    12. Rundio, Amy & Dixon, Marlene A. & Heere, Bob, 2020. "“I’m a completely different person now”: Extraordinary experiences and personal transformations in sport," Sport Management Review, Elsevier, vol. 23(4), pages 704-718.
    13. Chailan, Claude, 2018. "Art as a means to recreate luxury brands' rarity and value," Journal of Business Research, Elsevier, vol. 85(C), pages 414-423.
    14. Zheng, Xiaoying & Xu, Jing & Shen, Hao, 2022. "To be respected or liked: The influence of social comparisons on consumer preference for competence- versus warmth-oriented products," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 170-189.
    15. Hattula, Johannes D. & Schmitz, Christian & Schmidt, Martin & Reinecke, Sven, 2015. "Is more always better? An investigation into the relationship between marketing influence and managers' market intelligence dissemination," International Journal of Research in Marketing, Elsevier, vol. 32(2), pages 179-186.
    16. Na Young Lee & Stephanie M. Noble & Dipayan Biswas, 2018. "Hey big spender! A golden (color) atmospheric effect on tipping behavior," Journal of the Academy of Marketing Science, Springer, vol. 46(2), pages 317-337, March.
    17. Zollo, Lamberto & Filieri, Raffaele & Rialti, Riccardo & Yoon, Sukki, 2020. "Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience," Journal of Business Research, Elsevier, vol. 117(C), pages 256-267.
    18. Mukherjee, Ashesh & Lee, Seung Yun & Burnham, Thomas, 2020. "The effect of others’ participation on charitable behavior: Moderating role of recipient resource scarcity," Journal of Business Research, Elsevier, vol. 120(C), pages 213-228.
    19. Adam R. Cocco & Matthew Katz & Marion E. Hambrick, 2021. "Co-Attendance Communities: A Multilevel Egocentric Network Analysis of American Soccer Supporters’ Groups," IJERPH, MDPI, vol. 18(14), pages 1-18, July.
    20. Yu, Andrew & Hays, Nicholas A. & Zhao, Emma Y., 2019. "Development of a bipartite measure of social hierarchy: The perceived power and perceived status scales," Organizational Behavior and Human Decision Processes, Elsevier, vol. 152(C), pages 84-104.

    More about this item

    Keywords

    Consumer empowerment; online brand experience; satisfaction; online brand community;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z00 - Other Special Topics - - General - - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eco:journ3:2022-06-5. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ilhan Ozturk (email available below). General contact details of provider: http://www.econjournals.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.