Publication: International Marketing Review, Vol. 35, No. 1, 2018
The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting.
Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis.
Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers.
Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA.
Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture.
First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers.
Read full article: International Marketing Review