IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v131y2021icp652-663.html
   My bibliography  Save this article

How to measure social capital in an online brand community? A comparison of three social capital scales

Author

Listed:
  • Jeong, So Won
  • Ha, Sejin
  • Lee, Kyu-Hye

Abstract

Despite that social capital is widely used to explain social interactions and networking on social media, there is no consensus on the measurement of social capital, and successful assessment is difficult. To address this issue, this research presents an empirical comparison of three different social capital scales in the context of online brand communities: Chiu et al.’s six sub-dimensional model (2006), Lin and Lu’s three-dimensional model (2011), and Williams’s two-dimension model (2006). Results indicate that social capital in an online brand community environment mainly consists of three dimensions, including social interaction ties, trust, and shared value, lending support for Lin and Lu’s scale over the others. Our investigation of social capital scales provides managerial and theoretical implications by identifying and validating context-specific measures of social capital.

Suggested Citation

  • Jeong, So Won & Ha, Sejin & Lee, Kyu-Hye, 2021. "How to measure social capital in an online brand community? A comparison of three social capital scales," Journal of Business Research, Elsevier, vol. 131(C), pages 652-663.
    • Handle: RePEc:eee:jbrese:v:131:y:2021:i:c:p:652-663
    DOI: 10.1016/j.jbusres.2020.07.051
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320305051
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.07.051?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Stephanie Meek & Madeleine Ogilvie & Claire Lambert & Maria M. Ryan, 2019. "Contextualising social capital in online brand communities," Journal of Brand Management, Palgrave Macmillan, vol. 26(4), pages 426-444, July.
    2. Charla Mathwick & Caroline Wiertz & Ko de Ruyter, 2008. "Social Capital Production in a Virtual P3 Community," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 832-849, November.
    3. Simon, Françoise & Tossan, Vesselina, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Journal of Business Research, Elsevier, vol. 85(C), pages 175-184.
    4. Ahmad, Anees & Thyagaraj, K.S., 2017. "An empirical comparison of two brand personality scales: Evidence from India," Journal of Retailing and Consumer Services, Elsevier, vol. 36(C), pages 86-92.
    5. Meek, Stephanie & Ryan, Maria & Lambert, Claire & Ogilvie, Madeleine, 2019. "A multidimensional scale for measuring online brand community social capital (OBCSC)," Journal of Business Research, Elsevier, vol. 100(C), pages 234-244.
    6. Evanschitzky, Heiner & Iyer, Gopalkrishnan R. & Plassmann, Hilke & Niessing, Joerg & Meffert, Heribert, 2006. "The relative strength of affective commitment in securing loyalty in service relationships," Journal of Business Research, Elsevier, vol. 59(12), pages 1207-1213, November.
    7. Zhou, Zhimin & Zhang, Qiyuan & Su, Chenting & Zhou, Nan, 2012. "How do brand communities generate brand relationships? Intermediate mechanisms," Journal of Business Research, Elsevier, vol. 65(7), pages 890-895.
    8. D. Harrison McKnight & Vivek Choudhury & Charles Kacmar, 2002. "Developing and Validating Trust Measures for e-Commerce: An Integrative Typology," Information Systems Research, INFORMS, vol. 13(3), pages 334-359, September.
    9. Françoise Simon & Vesselina Tossan, 2018. "Does brand-consumer social sharing matter? A relational framework of customer engagement to brand-hosted social media," Post-Print hal-01867273, HAL.
    10. Grootaert Grootaert & Deepa Narayan & Veronica Nyhan Jones & Michael Woolcock, 2004. "Measuring Social Capital : An Integrated Questionnaire," World Bank Publications - Books, The World Bank Group, number 15033, December.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Albert Chukwunonso Diachi & Ayşe Tansu & Oseyenbhin Sunday Osemeahon, 2021. "No One Is Leaving This Time: Social Media Fashion Brand Communities," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
    2. Pan, Mengyang & Hill, James & Blount, Ian & Rungtusanatham, Manus, 2022. "Relationship building and minority business growth: Does participating in activities sponsored by institutional intermediaries help?," Journal of Business Research, Elsevier, vol. 142(C), pages 830-843.
    3. Wong, Amy & Lee, Marcus, 2022. "Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Park, Jin Yong & Kim, Changju, 2023. "The role of organizational justice and social interaction in mitigating the negative effects of high-performance member retailers on strategic integration," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    5. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    6. Suparna Dhar & Indranil Bose, 2023. "Corporate Users’ Attachment to Social Networking Sites: Examining the Role of Social Capital and Perceived Benefits," Information Systems Frontiers, Springer, vol. 25(3), pages 1197-1217, June.

    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. Wong, Amy, 2023. "How social capital builds online brand advocacy in luxury social media brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    2. Keyoor Purani & Krishnan Jeesha, 2022. "Community based brand equity as brand culture: advancing brand equity conceptualization for a connected world," AMS Review, Springer;Academy of Marketing Science, vol. 12(1), pages 52-70, June.
    3. Wong, Amy & Lee, Marcus, 2022. "Building engagement in online brand communities: The effects of socially beneficial initiatives on collective social capital," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    4. Kee-Young Kwahk & Byoungsoo Kim, 2017. "Effects of social media on consumers’ purchase decisions: evidence from Taobao," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 803-829, December.
    5. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    6. Flecha-Ortíz, José & Santos-Corrada, María & Dones-González, Virgin & López-González, Evelyn & Vega, Alberto, 2021. "Millennials & Snapchat: Self-expression through its use and its influence on purchase motivation," Journal of Business Research, Elsevier, vol. 125(C), pages 798-805.
    7. He, Yi & Chen, Qimei & Lee, Ruby P. & Wang, Yonggui & Pohlmann, Attila, 2017. "Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 1-11.
    8. Nguyen, Phan Dinh & Tran, Lobel Trong Thuy & Baker, John, 2021. "Driving university brand value through social media," Technology in Society, Elsevier, vol. 65(C).
    9. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    10. S. Ananda & Raghavendra Prasanna Kumar & Dharmendra Singh, 2023. "A mediation analysis of perceived service quality, customer satisfaction and customer engagement in the banking sector," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 570-584, September.
    11. Moorlock, Emily & Dekel-Dachs, Ofer & Stokes, Peter & Larsen, Gretchen, 2023. "Constructing Consumer-Masstige brand relationships in a volatile social reality," Journal of Business Research, Elsevier, vol. 155(PA).
    12. Vo Nga Thi & Chovancová Miloslava & Tri Ho Thanh, 2019. "A major boost to the website performance of up-scale hotels in Vietnam," Management & Marketing, Sciendo, vol. 14(1), pages 14-30, March.
    13. April Yue, Cen, 2022. "The paradox of using public social media for work: The influence of after-hours work communication on employee outcomes," Journal of Business Research, Elsevier, vol. 149(C), pages 748-759.
    14. Zhimin Zhou & Yucheng Wang & Yaqin Zheng & Shixiong Liu, 2023. "Effects of brand community social responsibility: roles of collective self-esteem and altruism," Journal of Brand Management, Palgrave Macmillan, vol. 30(4), pages 347-366, July.
    15. Andrea Moretta Tartaglione & Ylenia Cavacece & Giuseppe Russo & Giuseppe Granata, 2019. "A Systematic Mapping Study on Customer Loyalty and Brand Management," Administrative Sciences, MDPI, vol. 9(1), pages 1-21, January.
    16. Muhammad Naeem & Wilson Ozuem, 2021. "Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands," Journal of Brand Management, Palgrave Macmillan, vol. 28(5), pages 510-525, September.
    17. Mohammad Al Khasawneh & Abdel-Aziz Ahmad Sharabati & Shafig Al-Haddad & Rania Al-Daher & Sarah Hammouri & Sima Shaqman, 2023. "Consumer’s Attitude towards Display Google Ads," Future Internet, MDPI, vol. 15(4), pages 1-19, April.
    18. Bailey, Ainsworth Anthony & Bonifield, Carolyn M. & Elhai, Jon D., 2021. "Modeling consumer engagement on social networking sites: Roles of attitudinal and motivational factors," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    19. Machado, Joana César & Vacas-de-Carvalho, Leonor & Azar, Salim L. & André, Ana Raquel & dos Santos, Barbara Pires, 2019. "Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love," Journal of Business Research, Elsevier, vol. 96(C), pages 376-385.
    20. Vlajčić, Davor & Caputo, Andrea & Marzi, Giacomo & Dabić, Marina, 2019. "Expatriates managers’ cultural intelligence as promoter of knowledge transfer in multinational companies," Journal of Business Research, Elsevier, vol. 94(C), pages 367-377.

    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:eee:jbrese:v:131:y:2021:i:c:p:652-663. 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: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    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.