Paper sharing_examining branding co creation in brand communities on social media
1. Examining branding co-creation in
brand communities on social media :
Applying the paradigm of Stimulus-Organism-Response
From International Journal of Information Management
Shampy Kamboj, Bijoylaxmi Sarmah, Shivam Gupta, Yogesh Dwivedi(2018)
Presenter ：CHEN,YOU-SHENG 2021/11/04
3. Vocabularies 1/2
P. English Chinese
169 Brand 品牌 (N.)
169 branding 品牌建立(Vn.)
169 SOR(Stimulus-Organism-
Response)
環境刺激、行為個
體、回應
169 Prominent field 突出的領域
169 Broader view 拓展視野
169 SD-logic
(Service-Dominant Logic)
服務主導邏輯
169 Paradigm shift 典範轉移
169 Juncture 接合點
169 practitioners 從業者
169 proliferation 湧現
P. English Chinese
169 conceptualization 概念化
170 Reputation image 聲譽形象
170 Cognitive condition 認知狀況
170 Brand likeability 品牌親和力
171 WOM(word of mouth) 口碑行銷
171 Resultant participation 組合式參與
171 Acquired by 從…獲得
171 Fulfilment of promises 履行承諾
171 Echoed by 引起…共鳴
171 Institutions 制度
171 Prospering 繁榮
172 Actor engagement 參與者參與
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4. Vocabularies 2/2
P. English Chinese
172 MNCs
(Multinational Corporation)
跨國公司
172 feminine hygiene 女性衛生保健
172 Brands’ shared meanings 品牌的共享意義
172 Improvisational theatre 即興劇場
172 Celebrity endorser 名人代言
172 AMA (American
Management Association)
美國經營管理協會
172 Enlighten 啟發
172 Positive traits 積極的個性
172 Trademark 商標
173 Self-congruity 自我一致性
P. English Chinese
173 Hedonistic pleasure 享樂主義
174 CSP (customer social
participation )
顧客社交參與
174 Political 政治
174 Emotional bond 情緒依附
175 Collectively 集體
175 Neglect 忽視
176 Deeply held 根深蒂固的
176 Tech-savvy 科技通
176 Probing respondents 調查受訪者
177 Convergent validity 聚合效度
177 Discriminant validity 區別效度
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5. 0 1 Introduction
CONTENTS
02 Theoretical background
03 Research model and
hypotheses development
04 Methodology
05 Data analysis and results
06 Discussion and implication
0 1
02
03
04
05
7. Introduction
A number of studies in marketing have
concentrated on co-creation as a
paradigm shift
• Co-creation involves the processes by
which a company and its customers
jointly participate in value creation
(Prahalad and Ramaswamy, 2004)
• Online communities on social media sites
are providing a platform to customers
to interact and jointly contribute to the
process of co-creation (Zwass, 2010)
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8. Introduction
2009 Schau, Muñiz, & Arnould
Participation in brand communities leads to the
creation of brand value
2009 Veloutsou and Moutinho
Any brand community may positively or negatively
impact brand reputation/brand image
2014
2017
2015
Kang et al. /
Khan /
Teichmann,Stokburger-Sauer,
Plank, & Strobl
Emphasis the usefulness of online communities’
effectiveness as a significant marketing instrument
for co-creation of branding
2017 Hajli et al.
Provide a huge scope for studying relevant issues
related to branding co-creation in social media
communities
Scant research is available on empirically examined branding co-creation in
brand communities in a social media context
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7
9. Introduction
The concept of brand communities recently
captured the attention of several marketing
researchers and practitioners
This paper applying SOR(Stimulus-Organism-
Response) paradigm to investigate
customers’ motivations for participation in
brand communities on social media
We will examine empirically whether and
how customers’ participation in social media
brand communities leads to branding
co-creation
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11. The S-O-R framework suggests
that some environmental
aspects provoke the individual’ s
emotional and cognitive
condition, resulting in certain
behavioural outcomes
(Donovan and Rositer, 1982).
This paper applies the “S-O-R
framework” in the domain of
consumer behaviour
Theoretical background
2.1. Stimulus-Organism-Response (S-O-R) framework
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12. “Stimulus” component
Motivations for participation in
communities that affect the
internal state of customers
(Wang and Fesenmaier, 2003)
All these motivations have a
significant influence on
customer participation in brand
communities
Theoretical background
2.1. Stimulus-Organism-Response (S-O-R) framework
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13. “Organism” component
3 dimensions of customer
participation in SNSs’ brand
communities (informational,
attitudinal and actionable) are
considered (Kamboj and Rahman, 2017)
It will be influenced by the
environmental cues that
influence the affective and
Theoretical background
2.1. Stimulus-Organism-Response (S-O-R) framework
cognitive state of customers
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14. “Response” component
Refers to the consequences of
customer participation in brand
communities on social media
(Donovan and Rositer, 1982)
We investigate brand trust,
brand loyalty and branding
co-creation as out-comes of
customer participation in social
Theoretical background
2.1. Stimulus-Organism-Response (S-O-R) framework
media brand communities
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15. Social media is a group of
Internet-based applications
that build on the ideological
and technological foundations
of Web 2.0, and allow the
creation and exchange of
User Generated Content
(Kaplan and Haenlein, 2010)
Theoretical background
2.2. Social media brand communities and customer participation
Social networking sites(SNSs) brand communities
Social context- can acquire huge information
Structure- explicit structure
Scale- have millions of member
Storytelling- the form of media
Affiliated- can be several subgroups
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16. CSP：An effort to achieve co-creation
of values through required but the
voluntary interactive participation of
the customers in service production
and delivery process in social media
(Chae and Ko, 2016)
Customer participation in brand
communities is an emerging area, and
the majority of studies conducted on
this topic are conceptual in
nature(Casaló, Flavián, & Guinalíu, 2008)
Theoretical background
2.2. Social media brand communities and customer participation
Deliberate participation
• Providing evaluation
Unintentional participation
• Searching information
Resultant participation
• WOM, intention behavior
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17. (1/9)Basic theory of service design: S-D Logic
Theoretical background
2.3. Branding co-creation with customer using social media
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The
customer is
always a co-
producer
The
customer is
always a
co-creator
of value
Value is
cocreated by
multiple
actors, always
including the
beneficiary
Foundational premises 6
(Vargo and Lusch)
2004
2006
2016
The creation of the
value proposition–
essentially, design,
definition,
production, etc
co-
production
The actions of
multiple actors, often
unaware of each other,
that contribute to each
other’s wellbeing
value
co-creation
18. Theoretical background
2.3. Branding co-creation with customer using social media
2006
2004
Brodie, Glynn,
and Little /
Prahalad and
Ramaswamy
Branding from the S-D Logic
perspective and suggested that
brands are evolving due to value
co-creation
2004
2009
Vargo and
Lusch /
Brodie,Whitto
me, & Brush
The S-D logic focuses on the value-
adding processes that result in
customer experience as a
co-created value
(2/9)Brands are evolving due to value co-creation
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19. Theoretical background
2.3. Branding co-creation with customer using social media
2017 Simeoni and Cassia
Value is co-created when the customer uses the
product and integrates it with her/his own resources
2009 Brodie
Co-creation has been conceptualised by a school of
thought that viewed it as “service branding” through
which the firm and the customer co-create brand
meanings and brand experiences
2004
2000
Prahalad and Ramaswamy /
Dall’OlmoRiley and
De Chernatony
The relationship between customer and brand as a
two sided process with an emphasis on “reciprocity,
mutual exchange and fulfilment of promises”
2009 Brodieet al.
The interfaces of the brand include end customers,
the company and its employees and the stakeholders
(3/9) Customer co-create brand meanings and brand experiences
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20. Theoretical background
2.3. Branding co-creation with customer using social media
2017 Hajli et al.
Participation and involvement are an important
element of co-creative branding
2009 Merz, He, & Vargo
Branding nowadays has shifted from being a company-
based activity to a joint co-creation activity, where
both company and their customers participate
2013 Ind, Iglesias, & Schultz
Value co-creation depicts a participative society where
companies look to get valuable insights of
customers about brands
2015 Parmentier
Companies may innovate with customers via
organising co-creative activities in a brand community
(4/9) Emphasis on the branding co-creation
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21. Theoretical background
2.3. Branding co-creation with customer using social media
2005 Lakhani and Wolf
User-generated content about a brand is gaining
importance and prospering on social media
2011
Kohler,Fueller, Matzler, Stieger,
& Füller
Brand communities are playing an active role in the
development of a product/service
2006
Baldwin,Hienerth, & Von
Hippel
Companies get to know about consumers needs,
wants and benefit from their shared knowledge
through posts shared by brand community members
2010 Adebanjo and Michaelides
Describe their members’ expertise, skills, and
experience profile
2016
Storbacka, Brodie, Böhmann,
Maglio, and Nenonen
Proposed “actor engagement” as a micro foundation
for value co-creation and discussed resource
integration as a key for value co-creation
(5/9) User-generated content about a brand (brand communities)
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22. Theoretical background
2.3. Branding co-creation with customer using social media
(6/9) User-generated content about a brand (brand communities)
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P&G was able to interact with
customers and was successful
in branding co-creation with
customers through customer
education and awareness
about its programmes and
products on social media
(Ramaswamy, 2009)
23. Theoretical background
2.3. Branding co-creation with customer using social media
2011
Kietzmann, Hermkens,
McCarthy,& Silvestre,
Mobile and online technologies provide an
interactive platform to customers and communities to
co-create, share, and modify content created by users
1996 Park,Jun, & Shocker
These online platforms are channels that co-create
brands and the branding process in an online
situation
2000 Munizand O'Guinn
Used by customers for experience sharing so as to
create brands’ shared meanings
2009 Chordes
Social media is transforming the process of online
branding because of rapid information sharing
(7/9) Contribution of social media in relationships between brands and customers
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24. Theoretical background
2.3. Branding co-creation with customer using social media
2009
Payne, Storbacka, Frow,
and Knox
Suggested a model with 4 different elements
2015 France, Merrilees,and Miller
Proposed a brand engagement model with
involvement and self-congruity as branding co-
creation precursors
2012 Singh and Sonnenburg
Advocated using “Improvisational theatre” to ex-
plain how brand owners use social media not only to
enlighten stories related to the brand, but to co-
create their brand in a relationship with others
2013
Gensler, Völckner, Liu-
Thompkins, & Wiertz
Discuss their experiences and share feedback
regarding preferred brands with others to make
them purchase
(8/9)To organise the value co-creation process
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25. Theoretical background
2.3. Branding co-creation with customer using social media
1989 McCracken
Defined as “anyone who enjoys public recognition
and who uses this recognition on behalf of a
consumer good by appearing with it in an
advertisement”
2011
2004
2008
2013
Miller and Laczniak
Silvera and Austad
Till,Stanley, & Priluck
Chan,Leung Ng, & Luk
Marketers believe that Describe their members’
expertise, skills, and experience profile …….
with celebrity endorsement that has positive effects
on brand awareness and loyalty , attitudes toward
advertising messages ,brand attitudes, and brand
awareness
2010 Kumar et al.
User endorsement is also important to improve
brand reputation
(9/9) Celebrity endorser
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26. Theoretical background
2.4. Branding vs brand
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Branding
• described as a process
(Kietzmann et al., 2011)
Brand
• A name, term, sign, symbol
that Identifies the maker
or seller of the product
(Kotler and Armstrong, 2013)
27. 2007 Morrisonand Crane Used to build the image of a product/service
2004 Vargo and Lusch
Rise in the service sector as a global phenomenon supported
by the concept of “service-dominant logic”
2000 Berry Transformed conventional thought about brands
2011 Grönroos Determining factors for brand value and customer experience
2009
Brakus, Schmitt, &
Zarantonello
Positive experience is more likely to be loyal and have
continuing connections with the brand
2006
2009
Brodie et al.
Brodie et al.
Contribution of brand as a boundary between customers,
employees, and stakeholders of a company
Theoretical background
2.4. Branding vs brand
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History of brand
28. Theoretical background
2.5. Brand co-creation vs branding co-creation
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27
The concept of brand co-creation emerges from the assumption,
they actively participate in the creation of brand experiences
(Prahalad and Ramaswamy, 2000; Vargo and Lusch, 2004)
• (1/4)Limited
2015 France et al. the initial stage of development
2010 Hatch and Schultz provided a wider conceptualization of co-creation
2015 Franceet al. examination of customer co-creation and its influence on brand
29. Theoretical background
2.5. Brand co-creation vs branding co-creation
2009 Payne et al.
The co-creation by customers can influence brand
perception of other customers
2013
2012
Healy and McDonagh /
Vallaster and von Wallpach
Exchanges between the customer and firm, and via the
customer’s brand experience, co-create the brand
2015
2009
France et al.
Payne et al.
The significance of brand co-creation by the
customer is important
2015 France et al.
Brand co-creation behaviours of customers are the
customer-led interactions between the brand and
customer
(2/4) Influence brand perception of other customers
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30. Theoretical background
2.5. Brand co-creation vs branding co-creation
2011 Kietzmannet al.
co-create and share “user-generated content” using
different platforms
1996 Park et al.
These platforms are widely used for branding co-
creation in an online environment
2009 Chordes
The continuous use of social media platforms has
changed the branding process online due to
information sharing on a fast basis
2015 Parmentier
found that firms can innovate with customers via co-
creation activities in a brand community
(3/4) Emergence of new technologies / innovate
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31. Theoretical background
2.5. Brand co-creation vs branding co-creation
2009 Merz et al.
The branding concept has shifted to value co-creation
activity where both company and its customers
participate in branding co-creation process
2004
2004
Prahalad and Ramaswamy /
Vargo and Lusch
co-creation is the process of customer’s engagement
in as online customers are changed from inactive to
active consumers
2013 Ind et al.
Leads to a participatory culture where companies can
search out the ways to acquire more insights of
customers regarding their brands
(4/4) Customer participation on social networking platforms
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32. Theoretical background
2.5. Brand co-creation vs branding co-creation
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31
Encounters when customers’
interactions are forming experiences
Customers’ process of value-creation
Influences of supplementary sources
of brand knowledge suppliers
Suppliers’ process of value-creation
Value co-creation process model
By Payne, Storbacka, Frow, and Knox (2009)
34. 3.1. SNSs’ participation motivations and customer participation in
SNSs’ brand communities
Research model and hypotheses development
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• Individuals’ use of SNS to more easily connect with
people and to better maintain their connections
building interpersonal
relationships
• Attractiveness, credibility, and expertise in order to
create attachment and love by delivering
beneficial outcomes for consumers and brands alike
brand likeability
• Use of SNS to fill time, derive hedonistic pleasure,
relax, and have fun
entertainment
• Quests to acquire information that satisfies
curiosity, fulfils general interests, and explains
current news and cultural events
information seeking
• Offered as a part of special treatment or
individualized services
Incentives
35. 3.1. SNSs’ participation motivations and customer participation in
SNSs’ brand communities
Research model and hypotheses development
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H1. SNS participation motivation positively influences customer participation
in the brand community on social media.
• An effort to achieve co-creation of values
through required but voluntary
interactive participation of the
customers in service production and
delivery process in social media
customer
participation on
social
36. 3.2-4 Customer participation in SNSs’brand communities and
brand trust / brand loyalty
Research model and hypotheses development
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• Feeling of security held by the consumer in
his/her interaction with the brand
brand trust
• A deeply held commitment to rebuy or
repatronize a preferred product/service
consistently in the future
brand loyalty
37. 3.2-4 Customer participation in SNSs’brand communities and
brand trust / brand loyalty
Research model and hypotheses development
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36
H2. Customer participation in the social media brand community positively
influences brand trust.
2005 Ha and Perks
Defined brand trust as customers’ secure confidence
that a particular brand will act in the way expected by
customers
2008 Drury
Online brand communities afford trusted, special and
straight connections with the brand and can develop
trust from others’ experience
2014 So, King, & Sparks
Customers of online brand communities have a
tendency to depict trust and loyalty towards brands
38. 3.2-4 Customer participation in SNSs’brand communities and
brand trust / brand loyalty
Research model and hypotheses development
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H3. Customer participation in the social media brand community positively
influences brand loyalty.
2014 Kang et al.
One of the key consequences of participation in online
communities may be brand loyalty
2002 McAlexander et al.
Online community resulted in consumer identification
and loyalty towards the brand.
2004 Koh and Kim
Community members and are concerned with the
issues associated with that brand. Thus, all these result
in a high level of customer loyalty towards a brand in
online brand communities
39. 3.2-4 Customer participation in SNSs’brand communities and
brand trust / brand loyalty
Research model and hypotheses development
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H4. Brand trust in the social media brand community positively influences
brand loyalty.
2007
1994
Casaló et al. /
Morgan and Hunt
Various scholars have studied trust as the main
antecedent of loyalty and an important factor in
building customers’ relationships
2010 Pizzutti and Fernandes
Trustworthy behaviour of parties in future and will
continue to acquire advantages from that relationship
2007 Casaló et al. Brand loyalty is associated with brand trust
1999 Lau and Lee
Investigated the association between trust and loyalty
and found a significant effect
40. Research model and hypotheses development
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• The process of branding with customers
in an online environment, as opposed to
pairing two or more branded products to
form a separate and unique product
branding co-
creation
3.5. Brand trust, brand loyalty, and branding co-creation
2011 Frow, Payne, & Storbacka
The urge for understanding regarding how the brand
is co-created collectively with the stakeholders is
growing rapidly
41. Research model and hypotheses development
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40
3.5. Brand trust, brand loyalty, and branding co-creation
2009
2017
Payne et al. /
Hajli et al.
looked at how branding co-creation occurs in a social media
context. (i.e. commitment, word of mouth, satisfaction, trust, and
loyalty influence branding co-creation)
2008 Abela and Murphy Trust is a precondition of value co-creation
2013 Gensler et al.
Ideas of branding co-creation had been emphasised in the
context of social media. Indeed, highlighted brand
management in social media
H5. Brand trust in the social media brand community positively influences
branding co-creation.
H6. Brand loyalty in the social media brand community positive lyinfluences
branding co-creation.
42. Research model and hypotheses development
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H7. Brand trust mediates the relationship between customer participation
in SNSs’brand communities and brand loyalty.
2006 Palmatieret al.
Relationship marketing reveals that influences of
behaviours on outcomes are generally mediated via
satisfaction, commitment, and trust
2006
Palmatier, Dant, Grewal, and
Evans’s study
Reveals customers’ communication and interaction
tendencies have more influence on trust.
1994
Levenson, Carstensen, &
Gottman
Supported the influence of age and gender on
physiology and individual behaviour
3.6-7. Brand trust as a mediator / control variables
45. Methodology
4.2. Data collection and sample
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7-point
Likert-type
scale
Agree–
Disagree
anchor
statements
Pre-test
35 students
(senior
doctoral)
750
questionnair
es
Large
university in
India
407
(Respone
rate of 54%)
Expert option
2- consumer
behaviour and
brand
management
3-
co-creation and
branding
>3 year social media
marketing
46. Methodology
4.2. Data collection and sample
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• The non-response biases were
tested
• The first fifty responses were
compared with the last fifty
and thus, the independent
sample of the t-test displayed an
insignificant difference
between these two groups
53. Discussion and implication
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The present paper has tested the effects of social-media-based
participation motivations on SNSs’ customer participation and
the subsequent effect of customer participation on brand trust,
brand loyalty, and branding co-creation
The findings support all seven hypotheses
This study confirms the positive and significant effect of
both brand trust and brand loyalty on branding co-creation
54. Discussion and implication
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6.1. Theoretical implications
We assisted in setting up a conceptual background for the
concept“ branding co-creation” via social media platforms
with an S-O-R framework
Building interpersonal relations, entertainment, and brand
likeability bearing the strongest influence
This study verifies customer participation with the latest
viewpoints, such as branding co-creation, and social media
strengthens the usage of these concepts across cultures
55. Discussion and implication
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6.2. Practical implications
Customers’ participation in social media brand communities
exerts significant influence on brand trust, brand loyalty, and
in turn on branding co-creation
Managers may create and nurture participatory customer-
base by accumulating knowledge and information
Managers can offer incentives
Enable managers to assist companies in understanding how
a variety of motivation factors influence users’ social media
participation
56. Discussion and implication
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7. Limitations and future research
Specific brand and industry
Investigate the effect of customer participation
Examine the dynamics of SNSs’ brand communities
Examining the effect of each participation motivation
Consider the response of respondents within some specific
boundary such as restricting the analysis (Facebook)
A possible numberof potential mediators and moderators
57. Resource
1. Examining branding co-creation in brand communities on social media: Applying the
paradigm of Stimulus-Organism-Response(2018) 39, 169–185/Shampy Kamboj,
Bijoylaxmi Sarmah, Shivam Gupta, Yogesh Dwivedi/ Download form
https://www.sciencedirect.com/science/article/pii/S0268401217301974
2. PPT template- Online Retail Branding Guidelines from
https://slidesgo.com/theme/online-retail-branding-guidelines#search-
Brand+Guidelines&position-2&results-17
3. P6,8,15. Microsoft Stock images (royalty-free images)
4. P17. Service-Dominant Logic Book picture https://www.ebooks.com/en-
us/book/1658652/service-dominant-logic/robert-f-lusch/
5. P25. Branding & Brand picture from PPT Bing online picture
