Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective

Ali A. Alalwan; Abdullah M. Baabdullah; Yogesh K. Dwivedi; Nripendra P. Rana; Rand H. Al-Dmour

doi:10.1007/978-3-030-64861-9_36

Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective

Ali A. Alalwan
, Abdullah M. Baabdullah^*
, Yogesh K. Dwivedi
, Nripendra P. Rana
, Rand H. Al-Dmour

^*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

This paper aims to look at the importance of online brand communities on the customer experience in terms of customer brand loyalty and information capital. Thus, the proposed conceptual model was based on the information exchange theory. The current model was also expanded by proposing for main factors (social trust, interactivity, hedonic motivation, and perceived involvement) as key drivers of customers’ engagement with online brand communities. Two main consequences of customers’ engagement were also proposed in the current study model, namely: information capital and brand loyalty. The empirical part of the current study will be conducted within two main countries: one developed (United Kingdom) and one developing (Jordan). This study will adopt online questionnaire survey to collect the required data. Structural equation modelling will be adopted as a statistical technique to test the current model and validate the main research hypotheses. This study will expand the theoretical understanding regarding very important phenomenon (online brand communities), which requests more exploration and examination. This is in light of the fact that, this phenomenon has not yet studied and examined over the Middle-East countries.

Original language	English
Title of host publication	Re-imagining Diffusion and Adoption of Information Technology and Systems
Subtitle of host publication	A Continuing Conversation - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Proceedings
Editors	Sujeet K. Sharma, Yogesh K. Dwivedi, Bhimaraya Metri, Nripendra P. Rana
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	419-427
Number of pages	9
ISBN (Print)	9783030648602
DOIs	https://doi.org/10.1007/978-3-030-64861-9_36
State	Published - 2020
Externally published	Yes
Event	IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020 - Tiruchirappalli, India Duration: 18 Dec 2020 → 19 Dec 2020

Publication series

Name	IFIP Advances in Information and Communication Technology
Volume	618
ISSN (Print)	1868-4238
ISSN (Electronic)	1868-422X

Conference

Conference	IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020
Country/Territory	India
City	Tiruchirappalli
Period	18/12/20 → 19/12/20

Bibliographical note

Publisher Copyright:
© 2020, IFIP International Federation for Information Processing.

Keywords

Brand loyalty
Information capital
Online brand communities

ASJC Scopus subject areas

Information Systems and Management

Access to Document

10.1007/978-3-030-64861-9_36

Cite this

Alalwan, A. A., Baabdullah, A. M., Dwivedi, Y. K., Rana, N. P., & Al-Dmour, R. H. (2020). Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective. In S. K. Sharma, Y. K. Dwivedi, B. Metri, & N. P. Rana (Eds.), Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Proceedings (pp. 419-427). (IFIP Advances in Information and Communication Technology; Vol. 618). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-030-64861-9_36

Alalwan, Ali A. ; Baabdullah, Abdullah M. ; Dwivedi, Yogesh K. et al. / Antecedences and Consequences of Customer Engagement in Online Brand Communities : Multi-national Perspective. Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Proceedings. editor / Sujeet K. Sharma ; Yogesh K. Dwivedi ; Bhimaraya Metri ; Nripendra P. Rana. Springer Science and Business Media Deutschland GmbH, 2020. pp. 419-427 (IFIP Advances in Information and Communication Technology).

@inproceedings{29a811a81bc841878a2f2a3d2d1c6355,

title = "Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective",

abstract = "This paper aims to look at the importance of online brand communities on the customer experience in terms of customer brand loyalty and information capital. Thus, the proposed conceptual model was based on the information exchange theory. The current model was also expanded by proposing for main factors (social trust, interactivity, hedonic motivation, and perceived involvement) as key drivers of customers{\textquoteright} engagement with online brand communities. Two main consequences of customers{\textquoteright} engagement were also proposed in the current study model, namely: information capital and brand loyalty. The empirical part of the current study will be conducted within two main countries: one developed (United Kingdom) and one developing (Jordan). This study will adopt online questionnaire survey to collect the required data. Structural equation modelling will be adopted as a statistical technique to test the current model and validate the main research hypotheses. This study will expand the theoretical understanding regarding very important phenomenon (online brand communities), which requests more exploration and examination. This is in light of the fact that, this phenomenon has not yet studied and examined over the Middle-East countries.",

keywords = "Brand loyalty, Information capital, Online brand communities",

author = "Alalwan, \{Ali A.\} and Baabdullah, \{Abdullah M.\} and Dwivedi, \{Yogesh K.\} and Rana, \{Nripendra P.\} and Al-Dmour, \{Rand H.\}",

note = "Publisher Copyright: {\textcopyright} 2020, IFIP International Federation for Information Processing.; IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020 ; Conference date: 18-12-2020 Through 19-12-2020",

year = "2020",

doi = "10.1007/978-3-030-64861-9\_36",

language = "English",

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series = "IFIP Advances in Information and Communication Technology",

publisher = "Springer Science and Business Media Deutschland GmbH",

pages = "419--427",

editor = "Sharma, \{Sujeet K.\} and Dwivedi, \{Yogesh K.\} and Bhimaraya Metri and Rana, \{Nripendra P.\}",

booktitle = "Re-imagining Diffusion and Adoption of Information Technology and Systems",

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}

Alalwan, AA, Baabdullah, AM, Dwivedi, YK, Rana, NP & Al-Dmour, RH 2020, Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective. in SK Sharma, YK Dwivedi, B Metri & NP Rana (eds), Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Proceedings. IFIP Advances in Information and Communication Technology, vol. 618, Springer Science and Business Media Deutschland GmbH, pp. 419-427, IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Tiruchirappalli, India, 18/12/20. https://doi.org/10.1007/978-3-030-64861-9_36

Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective. / Alalwan, Ali A.; Baabdullah, Abdullah M.; Dwivedi, Yogesh K. et al.
Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Proceedings. ed. / Sujeet K. Sharma; Yogesh K. Dwivedi; Bhimaraya Metri; Nripendra P. Rana. Springer Science and Business Media Deutschland GmbH, 2020. p. 419-427 (IFIP Advances in Information and Communication Technology; Vol. 618).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Antecedences and Consequences of Customer Engagement in Online Brand Communities

T2 - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020

AU - Alalwan, Ali A.

AU - Baabdullah, Abdullah M.

AU - Dwivedi, Yogesh K.

AU - Rana, Nripendra P.

AU - Al-Dmour, Rand H.

PY - 2020

Y1 - 2020

N2 - This paper aims to look at the importance of online brand communities on the customer experience in terms of customer brand loyalty and information capital. Thus, the proposed conceptual model was based on the information exchange theory. The current model was also expanded by proposing for main factors (social trust, interactivity, hedonic motivation, and perceived involvement) as key drivers of customers’ engagement with online brand communities. Two main consequences of customers’ engagement were also proposed in the current study model, namely: information capital and brand loyalty. The empirical part of the current study will be conducted within two main countries: one developed (United Kingdom) and one developing (Jordan). This study will adopt online questionnaire survey to collect the required data. Structural equation modelling will be adopted as a statistical technique to test the current model and validate the main research hypotheses. This study will expand the theoretical understanding regarding very important phenomenon (online brand communities), which requests more exploration and examination. This is in light of the fact that, this phenomenon has not yet studied and examined over the Middle-East countries.

AB - This paper aims to look at the importance of online brand communities on the customer experience in terms of customer brand loyalty and information capital. Thus, the proposed conceptual model was based on the information exchange theory. The current model was also expanded by proposing for main factors (social trust, interactivity, hedonic motivation, and perceived involvement) as key drivers of customers’ engagement with online brand communities. Two main consequences of customers’ engagement were also proposed in the current study model, namely: information capital and brand loyalty. The empirical part of the current study will be conducted within two main countries: one developed (United Kingdom) and one developing (Jordan). This study will adopt online questionnaire survey to collect the required data. Structural equation modelling will be adopted as a statistical technique to test the current model and validate the main research hypotheses. This study will expand the theoretical understanding regarding very important phenomenon (online brand communities), which requests more exploration and examination. This is in light of the fact that, this phenomenon has not yet studied and examined over the Middle-East countries.

KW - Brand loyalty

KW - Information capital

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DO - 10.1007/978-3-030-64861-9_36

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AN - SCOPUS:85098276054

SN - 9783030648602

T3 - IFIP Advances in Information and Communication Technology

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BT - Re-imagining Diffusion and Adoption of Information Technology and Systems

A2 - Sharma, Sujeet K.

A2 - Dwivedi, Yogesh K.

A2 - Metri, Bhimaraya

A2 - Rana, Nripendra P.

PB - Springer Science and Business Media Deutschland GmbH

Y2 - 18 December 2020 through 19 December 2020

ER -

Alalwan AA, Baabdullah AM, Dwivedi YK, Rana NP, Al-Dmour RH. Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective. In Sharma SK, Dwivedi YK, Metri B, Rana NP, editors, Re-imagining Diffusion and Adoption of Information Technology and Systems: A Continuing Conversation - IFIP WG 8.6 International Conference on Transfer and Diffusion of IT, TDIT 2020, Proceedings. Springer Science and Business Media Deutschland GmbH. 2020. p. 419-427. (IFIP Advances in Information and Communication Technology). doi: 10.1007/978-3-030-64861-9_36

Antecedences and Consequences of Customer Engagement in Online Brand Communities: Multi-national Perspective

Abstract

Publication series

Conference

Bibliographical note

Keywords

ASJC Scopus subject areas

Access to Document

Fingerprint

Cite this