The effects of value creation practices on online brand community participation and customer relationship performance

Yuting Chen, Xin Xu, Eric W.T. Ngai

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review

1 Citation (Scopus)

Abstract

This study examines value creation practices affect customers' participation in online brand communities that in turn influence customer relationship. We conceptualize social media technology use with two components-content management and social media analytics following the knowledge management literature. Online survey matched with objective data from online platform will be employed to test research model. Partial Least Squares will be used to estimate the coefficients. It is expected to make three contributions: 1) we adapt value creation practices to the context of online brand communities; 2) we provide conceptualization of social media technology use and distinguish two components of the focal technology; 3) we theorize moderating effects of two technology components in the chain of relationships from value creation practices to customer participation and then to customer relationship performance.

Original languageEnglish
Title of host publicationProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society
Subtitle of host publicationAre We Ready?, PACIS 2018
EditorsMotonari Tanabu, Dai Senoo
PublisherAssociation for Information Systems
ISBN (Electronic)9784902590838
Publication statusPublished - Jun 2018
Event22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018 - Yokohama, Japan
Duration: 26 Jun 201830 Jun 2018

Publication series

NameProceedings of the 22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018

Conference

Conference22nd Pacific Asia Conference on Information Systems - Opportunities and Challenges for the Digitized Society: Are We Ready?, PACIS 2018
Country/TerritoryJapan
CityYokohama
Period26/06/1830/06/18

Keywords

  • Customer relationship performance
  • Online brand community
  • Social media technology use
  • Value creation practice

ASJC Scopus subject areas

  • Information Systems

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