How brand-stakeholder dialogue drives brand-hosted community engagement on social media: A mixed-methods approach

Xinyan Zhao*, Yi Ru Regina Chen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)

Abstract

The literature has revealed various antecedents of consumers' participation in an online brand community. But it is still unknown how digital brand-stakeholder dialogue (BSD), a type of communicative interaction on social media, impacts online brand community engagement (OBCE) such as likes, shares, and comments. This study unpacked how BSD affected OBCE on Facebook by revealing the underlying behavioral mechanisms and boundary conditions. Using mixed methods to analyze large-scale Facebook data (N = 75,969), we identified both direct and indirect effects of BSD on OBCE, and the indirect effects were through reciprocal communication, replacement (a community member's response to other members' brand-related questions), and sentiment. We also found that high-BSD brands' posts of higher modality received more positive sentiments. High-BSD brands' posts about products had higher reciprocity. Our findings provide important implications regarding how to maximize the positive effects of dialogue in a social-mediated brand community.

Original languageEnglish
Article number107208
Number of pages10
JournalComputers in Human Behavior
Volume131
DOIs
Publication statusPublished - Jun 2022

Scopus Subject Areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

User-Defined Keywords

  • Brand-stakeholder dialogue
  • Large-scale data
  • Online brand community engagement
  • Social media

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