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http://dx.doi.org/10.9716/KITS.2014.13.3.183

Social Capital, Knowledge Quality, and Online Brand Community Success  

Yoon, Cheolho (국립목포대학교 경영학과)
Kim, Changkyu (광운대학교 경영학부)
Kim, Sanghoon (광운대학교 경영학부)
Park, Il-Kyu (아던트컨설팅)
Publication Information
Journal of Information Technology Services / v.13, no.3, 2014 , pp. 183-200 More about this Journal
Abstract
Online brand communities have become a major component of marketing strategy given that these communities encourage participation and share the culture of Web 2.0 core concepts to Internet users. This study investigated the effects of social capital and knowledge quality on the success of online brand communities. A research model suggests that trust among members and the identification derived from social capital theory and knowledge quality influence individual community participation; knowledge quality also influences brand trust. In turn, community participation and brand trust develop brand loyalty. The model was empirically analyzed using structural equation modeling with data from online brand community members in Korea. The results indicate that identification and knowledge quality significantly affects brand trust and brand loyalty through community participation. This study provides a basis for developing a success model for online brand communities. Also, this study identifies a new role of knowledge quality in an online brand community context.
Keywords
Online Brand Community; Social Capital; Knowledge Quality; Brand Trust; Brand Loyalty; Identification; Community Participation;
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Times Cited By KSCI : 1  (Citation Analysis)
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