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Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective

Author

Listed:
  • Li, Mingwei
  • Lu, Man
  • Akram, Umair
  • Cheng, Shaoen

Abstract

Customers with high social capital in the brand community exert a pivotal influence in fostering brand advocacy and contributing valuable insights to new product development. Yet, scant knowledge exists regarding how customers accumulate social capital in the brand community. To fill this gap, drawing on gamification affordance and brand community literature, we design a research framework to explore the relationship between gamification affordance, citizenship behavior, and social capital. This framework is tested by using a sample of 399 customers within the brand community of a leading Chinese technology enterprise. The findings fully support our hypothesis, that gamification affordance positively affects citizenship behavior, then promoting customer social capital accumulation. Our paper contributes to the academic discourse on gamification affordance and customer behaviors in brand communities, which has important theoretical and practical implications for firm-sponsored brand community management.

Suggested Citation

  • Li, Mingwei & Lu, Man & Akram, Umair & Cheng, Shaoen, 2024. "Understanding how customer social capital accumulation in brand communities: A gamification affordance perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    • Handle: RePEc:eee:joreco:v:78:y:2024:i:c:s0969698924000572
    DOI: 10.1016/j.jretconser.2024.103761
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