Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction
This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study....
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2021-08-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.706889/full |
| _version_ | 1819126831101509632 |
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| author | Yao Cao Yao Cao Zhimin Zhou Salman Majeed |
| author_facet | Yao Cao Yao Cao Zhimin Zhou Salman Majeed |
| author_sort | Yao Cao |
| collection | DOAJ |
| description | This study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted. |
| first_indexed | 2024-12-22T08:02:17Z |
| format | Article |
| id | doaj.art-5394f60801e642558d422e27d1da8880 |
| institution | Directory Open Access Journal |
| issn | 1664-1078 |
| language | English |
| last_indexed | 2024-12-22T08:02:17Z |
| publishDate | 2021-08-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Psychology |
| spelling | doaj.art-5394f60801e642558d422e27d1da88802022-12-21T18:33:13ZengFrontiers Media S.A.Frontiers in Psychology1664-10782021-08-011210.3389/fpsyg.2021.706889706889Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer InteractionYao Cao0Yao Cao1Zhimin Zhou2Salman Majeed3Department of Marketing, College of Management, Shenzhen University, Shenzhen, ChinaFaculty of Humanities, Curtin University, Perth, WA, AustraliaDepartment of Marketing, College of Management, Shenzhen University, Shenzhen, ChinaInternational Center for Hospitality Research and Development, Dedman College of Hospitality, Florida State University, Tallahassee, FL, United StatesThis study examines the impacts of the online brand community (OBC) climate on customer interaction and customer inspiration, which are yet under-explored in the extant literature. The data were collected online from the Chinese respondents (N = 504) to analyze the proposed constructs of the study. Findings show that supportive OBC climate and controlled OBC climate are positively related to customer interaction (including information interaction and social interaction) and exert a significant and positive impact on customer inspiration. A mediating impact of customer interaction is found on the relationship between OBC climate and customer inspiration. This study unravels the importance and mechanism of customer-brand relationships in the online environment and illuminates pathways for marketers and policymakers to positively influence customer inspiration for business promotion. This study updates existing literature boxes of consumer behavior and marketing in the context of online customer-brand relationships. Limitations and future research directions are noted.https://www.frontiersin.org/articles/10.3389/fpsyg.2021.706889/fullorganizational climatecustomer inspirationcustomer interactionbrand marketingconsumer behavioronline brand communities |
| spellingShingle | Yao Cao Yao Cao Zhimin Zhou Salman Majeed Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction Frontiers in Psychology organizational climate customer inspiration customer interaction brand marketing consumer behavior online brand communities |
| title | Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction |
| title_full | Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction |
| title_fullStr | Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction |
| title_full_unstemmed | Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction |
| title_short | Stimulating Customer Inspiration Through Online Brand Community Climates: The Mediating Role of Customer Interaction |
| title_sort | stimulating customer inspiration through online brand community climates the mediating role of customer interaction |
| topic | organizational climate customer inspiration customer interaction brand marketing consumer behavior online brand communities |
| url | https://www.frontiersin.org/articles/10.3389/fpsyg.2021.706889/full |
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