research-article

Brand Engagement and Co-creation in the Online Environments- Based on the Self-Determination Theory

Authors:

Wei-Long LeeAuthors Info & Claims

ICEMC '18: Proceedings of the 2018 International Conference on E-business and Mobile Commerce

Pages 11 - 16

https://doi.org/10.1145/3230467.3230472

Published: 21 May 2018 Publication History

Abstract

Customer value co-creation nowadays is critical for marketing success. However, many firm-initiated co-creation activities face difficulties in attracting and activating promising community members. Based on self-determination theory, we developed a research model to understand the customers' motivation to voluntarily engage in value co-creation behaviors from the perspective of brand community engagement. An online survey on brand communities were employed to test the hypotheses derived from the research model. Partial Least Square Regression Analysis (PLS) approach is used to validate the measures and test hypotheses. Results indicated that highly-engaged customers tend to participate in co-creation activities and customer citizenship behaviors. In addition, feelings of brand community engagement are enhanced by customers' brand-self connection and perceived relatedness. And perceived relatedness is most important in predicting brand community engagement among the four antecedents. We draw on these findings to offer implications for researchers and practitioners.

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Cited By

Song MDuan YHuang TZhan L(2020)Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand communityEURASIP Journal on Wireless Communications and Networking10.1186/s13638-019-1635-62020:1Online publication date: 10-Jan-2020
https://dl.acm.org/doi/10.1186/s13638-019-1635-6

Index Terms

Brand Engagement and Co-creation in the Online Environments- Based on the Self-Determination Theory
1. Mathematics of computing
  1. Probability and statistics
    1. Multivariate statistics

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ICEMC '18: Proceedings of the 2018 International Conference on E-business and Mobile Commerce

May 2018

71 pages

ISBN:9781450364300

DOI:10.1145/3230467

Copyright © 2018 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

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Publication History

Published: 21 May 2018

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ICEMC '18

ICEMC '18: 2018 International Conference on E-business and Mobile Commerce

May 21 - 23, 2018

Chengdu, China

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Cited By

Song MDuan YHuang TZhan L(2020)Inter-Edge and Cloud conversion accelerated user-generated content for virtual brand communityEURASIP Journal on Wireless Communications and Networking10.1186/s13638-019-1635-62020:1Online publication date: 10-Jan-2020
https://dl.acm.org/doi/10.1186/s13638-019-1635-6

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