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Engagement, participation, and relationship quality in the context of co-creation in brand communities

Author

Listed:
  • Matti Haverila

    (Thompson Rivers University)

  • Kai Haverila

    (Concordia University)

  • Caitlin McLaughlin

    (Memorial University of Newfoundland)

  • Mehak Arora

    (Thompson Rivers University)

Abstract

The purpose of this research is to gain a better understanding of how co-creation, engagement, and participation work together to improve relationship quality within the context of co-creation in brand communities. The study uses a cross-sectional survey that was conducted among the members of various brand communities from Canada and the United States. Partial least squares structural equation modeling was used to examine the strength, significance, and effect sizes of the relationships. The findings indicate that participation has a significant impact on brand community engagement and brand community relationship quality. Furthermore, responsible information behavior appears to be the most effective strategy to encourage participation and thereby increase engagement and relationship quality with the brand community. The results confirm previous researchers’ findings with regard to how to encourage participation and enhance relationship quality in the context of co-creation in brand communities. The study is unique in its ability to determine how these variables work together in order to achieve that goal, rather than studying their individual impacts on the construct. We are able to get a more augmented and strategic perspective on how to achieve the goals of engagement and enhanced relationship quality in brand communities.

Suggested Citation

  • Matti Haverila & Kai Haverila & Caitlin McLaughlin & Mehak Arora, 2022. "Engagement, participation, and relationship quality in the context of co-creation in brand communities," Journal of Marketing Analytics, Palgrave Macmillan, vol. 10(3), pages 232-249, September.
    • Handle: RePEc:pal:jmarka:v:10:y:2022:i:3:d:10.1057_s41270-021-00136-5
    DOI: 10.1057/s41270-021-00136-5
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    References listed on IDEAS

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