Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top
Published in:
The Key Drivers of Perceived Omnichannel Service Quality in Fashion Read chapter Read first chapter

2021 | OriginalPaper | Chapter

5. Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights

Authors : Wilson Ozuem, Michelle Willis

Published in: The Art of Digital Marketing for Fashion and Luxury Brands

Publisher: Springer International Publishing

Log in

Activate our intelligent search to find suitable subject content or patents.

search-config
loading …

Abstract

Despite the proliferation of studies on the emerging computer-mediated marketing environments, particularly on the burgeoning role of online brand communities (OBCs) in the luxury fashion industry, there is a paucity of knowledge of the ways in which the level of customer participation in OBCs affects customer loyalty. While previous research on OBCs mainly examined the role of customer satisfaction and retention, it has neglected the role and level of customer participation in complex OBCs, particularly in the luxury fashion industry. By drawing on existing studies, this chapter presents a customers’ participation filter model for OBCs’ participation. The proposed model opens up interesting avenues for future research on the level of customer participation in OBCs and suggests practical lessons for the development of marketing strategies.

Dont have a licence yet? Then find out more about our products and how to get one now:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

inform now

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

inform now
previous chapter Fashion Bloggers: Temperament and Characteristics
next chapter Maintaining a Creative Brand Image in an Omnichannel World
Literature
Fang, C., & Zhang, J. (2019). Users’ continued participation behavior in social Q&A communities: A motivation perspective. Computers in Human Behaviour,92, 87–109.CrossRef
Kübler, R. V., Colicev, A., & Pauwels, K. H. (2019). Social media’s impact on the consumer mindset: When to use which sentiment extraction tool? Journal of Interactive Marketing,50, 136–155.CrossRef
Meek, S., Ryan, M., Lambert, C., & Ogilvie, M. (2019). A multidimensional scale for measuring online brand community social capital (OBCSC). Journal of Business Research,100, 234–244.CrossRef
Muniz, A. M., & O’Guinn, T. C. (2001a). Brand community. Journal of Consumer Research,27(4), 412–432.CrossRef
Ozuem, W., Thomas, T., & Lancaster, G. (2016a). The influence of customer loyalty on small island economies: An empirical and exploratory study. Journal of Strategic Marketing,24(6), 447–469.CrossRef
Pansari, A., & Kumar, V. (2017). Customer engagement: The construct, antecedents, and consequences. Journal of the Academy of Marketing Science,45(3), 294–311.CrossRef
Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research,34(3), 347–356.CrossRef
Aksoy, L., van Riel, A., Kandampully, J., Wirtz, J., den Ambtman, A., Bloemer, J., et al. (2013). Managing brands and customer engagement in online brand communities. Journal of Service Management,24(3), 223–244.CrossRef
Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of Marketing,69(3), 19–34.CrossRef
Azemi, Y., Ozuem, W., & Howell, K. E. (2020). The effects of online negative word-of-mouth on dissatisfied customers: A frustration—Aggression perspective. Psychology & Marketing,37(4), 564–577.CrossRef
Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing,23(1), 45–61.CrossRef
Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research,68(5), 978–985.CrossRef
Bergami, M., & Bagozzi, R. P. (2000). Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization. British Journal of Social Psychology,39(4), 555–577.CrossRef
Bernritter, S. F., Verlegh, P. W., & Smit, E. G. (2016). Why nonprofits are easier to endorse on social media: The roles of warmth and brand symbolism. Journal of Interactive Marketing,33, 27–42.CrossRef
Bhattacharya, C. B., & Sen, S. (2003). Consumer–company identification: A framework for understanding consumers’ relationships with companies. Journal of Marketing,67(2), 76–88.CrossRef
Bi, Q. (2019). Cultivating loyal customers through online customer communities: A psychological contract perspective. Journal of Business Research,103, 34–44.CrossRef
Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2019). Feel the VIBE: Examining value-in-the-brand-page-experience and its impact on satisfaction and customer engagement behaviours in mobile social media. Journal of Retailing and Consumer Services,46, 149–162.CrossRef
Carlson, B. D., Suter, T. A., & Brown, T. J. (2008). Social versus psychological brand community: The role of psychological sense of brand community. Journal of Business Research,61(4), 284–291.CrossRef
Chan, K. W., Yim, C. K., & Lam, S. S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing,74(3), 48–64.CrossRef
Chiu, C. M., Hsu, M. H., & Wang, E. T. (2006). Understanding knowledge sharing in virtual communities: An integration of social capital and social cognitive theories. Decision Support Systems,42(3), 1872–1888.CrossRef
Davis, R., Piven, I., & Breazeale, M. (2014). Conceptualizing the brand in social media community: The five sources model. Journal of Retailing and Consumer Services,21(4), 468–481.CrossRef
de Almeida, S., Scaraboto, D., dos Santos Fleck, J., & Dalmoro, M. (2018). Seriously engaged consumers: Navigating between work and play in online brand communities. Journal of Interactive Marketing,44, 29–42.CrossRef
de Kerviler, G., & Rodriguez, C. M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research,102, 250–262.CrossRef
Dessart, L., Veloutsou, C., & Morgan-Thomas, A. (2015). Consumer engagement in online brand communities: a social media perspective. Journal of Product & Brand Management,24(1), 28–42.CrossRef
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International Journal of Research in Marketing,21(3), 241–263.CrossRef
Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research,24(4), 343–373.CrossRef
Hanaki, N., Peterhansl, A., Dodds, P. S., & Watts, D. J. (2007). Cooperation in evolving social networks. Management Science,53(7), 1036–1050.CrossRef
He, Y., Chen, Q., Lee, R., & Pohlmann, A. (2017). Consumers’ role performance and brand identification: Evidence from a survey and a longitudinal field experiment. Journal of Interactive Marketing,38(2), 1–11.CrossRef
Helal, G., Ozuem, W., & Lancaster, G. (2018). Social media brand perceptions of millennials. International Journal of Retail & Distribution Management,46(10), 977–998.CrossRef
Hinz, O., Skiera, B., Barrot, C., & Becker, J. U. (2011). Seeding strategies for viral marketing: An empirical comparison. Journal of Marketing,75(6), 55–71.CrossRef
Hu, M., Chen, J., Chen, Q., & He, W. (2020). It pays off to be authentic: An examination of direct versus indirect brand mentions on social media. Journal of Business Research,117, 19–28.CrossRef
Hudson, S., Huang, L., Roth, M. S., & Madden, T. J. (2016). The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors. International Journal of Research in Marketing,33(1), 27–41.CrossRef
Kara, S., Vredeveld, A. J., & Ross, W. T., Jr. (2018). We share; we connect: How shared brand consumption influences relational brand connections. Psychology & Marketing,35(5), 325–340.CrossRef
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research,65(10), 1480–1486.CrossRef
Kumar, J. (2019). How psychological ownership stimulates participation in online brand communities? The moderating role of member type. Journal of Business Research,105, 243–257.CrossRef
Kupfer, A. K., Pähler vor der Holte, N., Kübler, R. V., & Hennig-Thurau, T. (2018). The role of the partner brand’s social media power in brand alliances. Journal of Marketing, 82(3), 25–44.
Lickel, B., Hamilton, D. L., Wieczorkowska, G., Lewis, A., Sherman, S. J., & Uhles, A. N. (2000). Varieties of groups and the perception of group entitativity. Journal of Personality and Social Psychology,78(2), 223.CrossRef
Liu, H., Wu, L., & Li, X. (2019). Social media envy: How experience sharing on social networking sites drives millennials’ aspirational tourism consumption. Journal of Travel Research,58(3), 355–369.CrossRef
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of Organizational Behavior,13(2), 103–123.CrossRef
Malinen, S. (2015). Understanding user participation in online communities: A systematic literature review of empirical studies. Computers in Human Behavior,46, 228–238.CrossRef
Mathwick, C., & Mosteller, J. (2016). Online reviewer engagement: A typology based on reviewer motivations. Journal of Service Research,20(2), 204–218.CrossRef
Mathwick, C., Wiertz, C., & De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research,34(6), 832–849.CrossRef
Merz, M. A., Zarantonello, L., & Grappi, S. (2018). How valuable are your customers in the brand value co-creation process? The development of a Customer Co-Creation Value (CCCV) scale. Journal of Business Research,82, 79–89.CrossRef
Mousavi, S., Roper, S., & Keeling, K. A. (2017). Interpreting social identity in online brand communities: Considering posters and lurkers. Psychology & Marketing,34(4), 376–393.CrossRef
Muller, E., & Peres, R. (2019). The effect of social networks structure on innovation performance: A review and directions for research. International Journal of Research in Marketing,36(1), 3–19.CrossRef
Muniz, A. M., & O’Guinn, T. C. (2001b). Brand community. Journal of Consumer Research,27(4), 412–432.CrossRef
Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing,21(2), 42–62.CrossRef
Nysveen, H., & Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research,56(6), 807–832.CrossRef
Ozuem, W., Howell, K. E., & Lancaster, G. (2008). Communicating in the new interactive marketspace. European Journal of Marketing,42(9/10), 1059–1083.CrossRef
Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of customers’ response to online service recovery initiatives. International Journal of Market Research,59(1), 97–116.
Ozuem, W., Thomas, T., & Lancaster, G. (2016b). The influence of customer loyalty on small island economies: an empirical and exploratory study. Journal of Strategic Marketing,24(6), 447–469.CrossRef
Park, M., Im, H., & Kim, H. Y. (2018). “You are too friendly!” The negative effects of social media marketing on value perceptions of luxury fashion brands. Journal of Business Research,117, 529–542.CrossRef
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing,18(3), 5–14.CrossRef
Ramaswamy, V., & Ozcan, K. (2016). Brand value co-creation in a digitalized world: An integrative framework and research implications. International Journal of Research in Marketing,33(1), 93–106.CrossRef
Ranfagni, S., Crawford Camiciottoli, B., & Faraoni, M. (2016). How to measure alignment in perceptions of brand personality within online communities: Interdisciplinary insights. Journal of Interactive Marketing,35, 70–85.CrossRef
Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and positive word of mouth in social network brand communities. International Journal of Research in Marketing,33(1), 42–58.CrossRef
Scarpi, D. (2010). Does size matter? An examination of small and large web-based brand communities. Journal of Interactive Marketing,24(1), 14–21.CrossRef
Shukla, P., & Drennan, J. (2018). Interactive effects of individual-and group-level variables on virtual purchase behavior in online communities. Information & Management,55(5), 598–607.CrossRef
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research,9(3), 287–300.CrossRef
Stokburger-Sauer, N. (2010). Brand community: Drivers and outcomes. Psychology & Marketing,27(4), 347–368.CrossRef
Sun, N., Rau, P. P. L., & Ma, L. (2014). Understanding lurkers in online communities: A literature review. Computers in Human Behavior,38, 110–117.CrossRef
Thompson, C. J., & Haytko, D. L. (1997). Speaking of fashion: Consumers’ uses of fashion discourses and the appropriation of countervailing cultural meanings. Journal of Consumer Research,24(1), 15–42.CrossRef
Tsai, H. T., Huang, H. C., & Chiu, Y. L. (2012). Brand community participation in Taiwan: Examining the roles of individual-, group-, and relationship-level antecedents. Journal of Business Research,65(5), 676–684.CrossRef
van Meter, R., Syrdal, H. A., Powell-Mantel, S., Grisaffe, D. B., & Nesson, E. T. (2018). Don’t just “Like” me, promote me: How attachment and attitude influence brand related behaviors on social media. Journal of Interactive Marketing,43, 83–97.CrossRef
van Slyke, C., Ilie, V., Lou, H., & Stafford, T. (2007). Perceived critical mass and the adoption of a communication technology. European Journal of Information Systems,16(3), 270–283.CrossRef
Vock, M., Dolen, W. V., & Ruyter, K. D. (2013). Understanding willingness to pay for social network sites. Journal of Service Research,16(3), 311–325.CrossRef
Wang, Y., Stoner, J. L., & John, D. R. (2019). Counterfeit luxury consumption in a social context: The effects on females’ moral disengagement and behavior. Journal of Consumer Psychology,29(2), 207–225.CrossRef
Wiedmann, K. P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing,26(7), 625–651.CrossRef
Wilcox, K., & Stephen, A. T. (2013). Are close friends the enemy? Online social networks, self-esteem, and self-control. Journal of Consumer Research,40(1), 90–103.CrossRef
Willis, M. (2018). The dynamics of social media marketing content and customer retention. In G. Bowen & W. Ozuem (Eds.), Leveraging computer-mediated marketing environments. IGI Global: Hershey.
Willis, M., Ng, R., & Chitran, V. (2019). Exploring the relationship between customer participation and online brand community and consumer loyalty. Interdisciplinary Journal of Economics and Business Law, 9(special issue), 72–111.
Willis, M., Ozuem, W., & Ng, R. (2019b). Enhancing online brand relationship performance in the fashion industry. In W. Ozuem, E. Patten, & Y. Azemi (Eds.), Harnessing Omnichannel retailing strategies for fashion and luxury brands. Boca Raton, FL: Brown Walker Press.
Yim, C. K., Chan, K. W., & Lam, S. S. (2012). Do customers and employees enjoy service participation? Synergistic effects of self-and other-efficacy. Journal of Marketing,76(6), 121–140.CrossRef
Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research,65(7), 890–895.CrossRef
Metadata
Title
Online Brand Communities, Customer Participation and Loyalty in the Luxury Fashion Industry: Strategic Insights
Authors
Wilson Ozuem
Michelle Willis
Copyright Year
2021
Publisher
Springer International Publishing
Book
The Art of Digital Marketing for Fashion and Luxury Brands

Print ISBN: 978-3-030-70323-3

Electronic ISBN: 978-3-030-70324-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-70324-0_5