Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience
IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participat...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-03-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1014825/full |
| _version_ | 1811158117286674432 |
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| author | Ying Jiang Junyun Liao Jiecong Pang Hsin-Li Hu |
| author_facet | Ying Jiang Junyun Liao Jiecong Pang Hsin-Li Hu |
| author_sort | Ying Jiang |
| collection | DOAJ |
| description | IntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participation intensity and social networking behaviors) affects the adoption of new products.MethodsWe collected longitudinal data from 8,296 members of an online community of a well-known smartphone brand to assess the factors influencing new product adoption.ResultsThe results from applying a hazard model indicated that brand community participation increases the speed of adoption of new products. The positive effect of members’ out-degree centrality on new product adoption was found to be significant, but in-degree centrality only had an effect when users had previous purchasing experience.DiscussionThese findings extend the literature by revealing how new products are disseminated across brand communities. The study also makes theoretical and practical contributions to the literature on brand community management and product marketing. |
| first_indexed | 2024-04-10T05:17:54Z |
| format | Article |
| id | doaj.art-2a8dd5ce32d14c11a368a84aced071e9 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-04-10T05:17:54Z |
| publishDate | 2023-03-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-2a8dd5ce32d14c11a368a84aced071e92023-03-08T13:30:34ZengFrontiers Media S.A.Frontiers in Psychology1664-10782023-03-011410.3389/fpsyg.2023.10148251014825Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experienceYing Jiang0Junyun Liao1Jiecong Pang2Hsin-Li Hu3Economics and Management School, Wuhan University, Wuhan, ChinaResearch Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, ChinaResearch Institute on Brand Innovation and Development of Guangzhou, School of Management, Jinan University, Guangzhou, ChinaSchool of Communication, The Hang Seng University of Hong Kong, Hong Kong, Hong Kong SAR, ChinaIntroductionConsumers’ adoption behavior is critical to the success of new products, but the effects of brand communities on new product adoption have rarely been investigated. In this study, we draw on network theory to examine how consumer participation in brand communities (in terms of participation intensity and social networking behaviors) affects the adoption of new products.MethodsWe collected longitudinal data from 8,296 members of an online community of a well-known smartphone brand to assess the factors influencing new product adoption.ResultsThe results from applying a hazard model indicated that brand community participation increases the speed of adoption of new products. The positive effect of members’ out-degree centrality on new product adoption was found to be significant, but in-degree centrality only had an effect when users had previous purchasing experience.DiscussionThese findings extend the literature by revealing how new products are disseminated across brand communities. The study also makes theoretical and practical contributions to the literature on brand community management and product marketing.https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1014825/fullbrand communitysocial networksin-degree centralityout-degree centralitynew product adoption brand communitynew product adoption |
| spellingShingle | Ying Jiang Junyun Liao Jiecong Pang Hsin-Li Hu Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience Frontiers in Psychology brand community social networks in-degree centrality out-degree centrality new product adoption brand community new product adoption |
| title | Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience |
| title_full | Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience |
| title_fullStr | Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience |
| title_full_unstemmed | Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience |
| title_short | Does brand community participation lead to early new product adoption? The roles of networking behavior and prior purchase experience |
| title_sort | does brand community participation lead to early new product adoption the roles of networking behavior and prior purchase experience |
| topic | brand community social networks in-degree centrality out-degree centrality new product adoption brand community new product adoption |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2023.1014825/full |
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