The effects of social media based brand communities on brand community markers,value creation practices,brand trust and brand loyalty

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on community markers (i.e., shared consciousness, shared rituals and traditions, and obligations to society), which have positive effects on value creation practices (i.e., social networking, community engagement, impressions management, and brand use). Such communities could enhance brand loyalty through brand use and impression management practices. We show that brand trust has a full mediating role in converting value creation practices into brand loyalty. Implications for practice and future research opportunities are discussed.     

Antecedents and consequences of trust in a social media brand: A cross-cultural study of Twitter

This study extends brand relationship theory to the context of the microblogging platform Twitter. The authors investigate the impact of Twitter trust on users’ intentions to continue using the platform and to “follow” brands that are hosted on Twitter (the trust transfer phenomenon). They also explore the role of perceived self-Twitter personality match in strengthening trust towards the Twitter brand. A cross-cultural American–Ukrainian sample allows to identify potential culture-based differences in brand personality and brand trust concepts. The results show that the positive effect of trust in Twitter on its users’ patronage intentions is robust across two cultures with diverse history and ideology. An important novel finding is the influence of trust in Twitter on patronage intentions towards the businesses hosted on Twitter. However, this relationship reaches statistical significance only in the Ukrainian sample, signaling potential differences in the trust transfer processes in different cultures. The study confirms the role of similarity in personality traits between Twitter users and the Twitter brand in engendering trust in Twitter. The salience of different personality traits in the “personality match – Twitter trust” link for different cultures suggests important implications for global marketers.     

Gen Y customer loyalty in online shopping: An integrated model of trust,user experience and branding

Generational theory posits that generational cohorts develop similar attitudes and beliefs. Gen Y, Millennials, will become the largest customer segment for hotels worldwide. This group likes to travel and prefers to spend money on experiences rather than materialistic items. Their responses to online marketing is expected to be different as they process website information five times faster than older generations and are the most emotional and least loyal customers compared to all other generations. The aim of this research is to develop and test a comprehensive model that explains how Gen Y develops loyalty to a hotel booking website. To test the research model, an online survey was distributed to a systematic random sample of 2500 Gen Yers. Findings highlight that trust is the most important antecedent of e-loyalty in online shopping for Gen Y customers. Brand equity is also a key precursor of e-loyalty. Finally, a positive online experience (flow), is also a significant precursor of e-loyalty for this cohort.     

Understanding the effects of trust and risk on individual behavior toward social media platforms: A meta-analysis of the empirical evidence

Trust and risk have been theorized and empirically approved as the most influential factors affecting individual behavior toward social media platforms (SMPs). However, the evidence is scattered and the understanding of the effects is ambiguous. To address this problem, a rigorous and quantitative meta-analysis was conducted to investigate the empirical evidence of 43 studies in information systems research between 2006 and 2014. The findings suggested that trust and risk both had significant effects on individual behavior toward SMPs but that trust had a stronger effect. Moderating effects of trust objects (community members vs. platforms) and platform types (virtual communities vs. social networking sites) were found. Surprisingly, culture was found to exert no moderating effect. This paper contributes more generalized knowledge to social media research literature to the theory with regard to the influence of trust and risk on individual behavior toward SMPs. The knowledge serves as the foundation for future research efforts in social media. Implications for practice are discussed.     

Analysis of a trust model for SLA negotiation and enforcement in cloud markets

Online Reputation Systems help mitigate the information asymmetry between clients and providers in Cloud Computing Markets. However, those systems raise two main drawbacks: the disagreement for assuming the cost of ownership of such services and their vulnerability to reputation attacks from dishonest parties that want to increase their reputation. This article faces both problems by describing a decentralised (peer-to-peer) trust model that does not require the intervention of a central entity to manage it. This model includes mechanisms to allow participants to avoid dishonest behaviour from other peers: each client statistically analyses the external reports about providers and updates the trustworthiness of the peers. The trustworthiness values will be used to negotiate prices in later transactions. The trust model is then incorporated in the Service-Level Agreement negotiation and enforcement processes, prioritising trusted clients over non-trusted clients to minimise the consequences of low Quality of Service in relation to the trust of the provider, and incentivise accurate trust reports from the clients. Finally, this article evaluates and discusses the validity of the trust model under different attacks from dishonest clients and providers.     

Strengthening a curated web of trust in a geographically distributed project

In this article the authors present a trust management scheme, derived from the horizontal and almost anarchic web of trust model, but following a curatorship step that allows it to become a centerpiece for authentication in Debian, one of the largest and longest lived free software projects and producer of the eponymous GNU/Linux software distribution. This is done by analyzing the experience gained through a large-scale key migration process that spanned five years and nearly 100% of the originally existing keys, carried out attempting to minimize loss of keyring connectivity and strength, while keeping up to date with the best current security practices.     

Denial of service attacks and defenses in decentralized trust management

Trust management is an approach to scalable and flexible access control in decentralized systems. In trust management, a server often needs to evaluate a chain of credentials submitted by a client; this requires the server to perform multiple expensive digital signature verifications. In this paper, we study low-bandwidth Denial-of-Service (DoS) attacks that exploit the existence of trust management systems to deplete server resources. Although the threat of DoS attacks has been studied for some application-level protocols such as authentication protocols, we show that it is especially destructive for trust management systems. Exploiting the delegation feature in trust management languages, an attacker can forge a long credential chain to force a server to consume a large amount of computing resource. Using game theory as an analytic tool, we demonstrate that unprotected trust management servers will easily fall prey to a witty attacker who moves smartly. We report our empirical study of existing trust management systems, which manifests the gravity of this threat. We also propose a defense technique using credential caching, and show that it is effective in the presence of intelligent attackers. A preliminary version of this paper was presented at the Second IEEE International Conference on Security and Privacy in Communication Networks, Baltimore, MD, USA, August 2006.     

The tweets that killed a university: A case study investigating the use of traditional and social media in the closure of a state university

The 12-month discussion surrounding a regional university campus quickly evolved from a suggestion of independence, to a plan, to the ultimate closure of the university. This unique series of events at the University of South Florida Polytechnic (USFP) allows for an investigation of how various forms of media were used during this significant event that impacted college student’s education and immediate future. A campus wide survey was combined with social and online media monitoring to assess the topics, authors, and methods used during prominent discussions during and preceding the closure of USFP. Although social media played a crucial role, the most common format was Twitter and it was used almost exclusively by members of the media itself. Students instead relied on traditional sources to gather information. Additionally, students expressed their opinion utilizing classic methods, such as petitions, foregoing more modern Twitter or Facebook campaigns. It is incorrect to automatically assume younger demographic authorship or utilization of social media technology. Whereas social media use could expand even more over the next decade, identifying authorship remains critical as it is unclear how frequent social media is viewed as an official method of public discussion, especially when politics and higher education collide.     

Trust and commitment within a virtual brand community: The mediating role of brand relationship quality

This study seeks to clarify the antecedents and consequences of trust and commitment within the brand fan page context on Facebook, examining a sample of 210 respondents using structural equation modeling. The results highlight the positive effect of economic and hedonic benefits on trust and commitment within the brand fan page. Mediation analysis reveals that trust and commitment developed within the brand fan page will be transformed into positive “word of mouth” for the respective brand if fans have a strong relationship quality with the brand. Further, we found that young and female fans with a high level of engagement, having a strong relationship with the brand, spread positive WOM. Our findings broaden ways for developing relational governance in a firm-initiated virtual brand community by providing new levers and guidance for marketers to build strong customer relationships.     

Positive and negative aspects of online community cultivation: Implications for online stores’ relationship management

We investigated how online community building might affect the development of relationships with customers of online stores. Adopting social identification and relationship marketing perspectives, we examined the positive and negative aspects of online community cultivation and tested the meditating mechanisms involved in member participation processes. A survey-based study, conducted with 913 online consumers, revealed that community interaction can lead to consumer power through community identification and relationship investments. Furthermore, we found that perceived e-tailer support negatively affected the relationship between identification and consumer power. We concluded with a discussion of the key managerial and research implications of our findings.     

A survey of trust in computer science and the Semantic Web

Trust is an integral component in many kinds of human interaction, allowing people to act under uncertainty and with the risk of negative consequences. For example, exchanging money for a service, giving access to your property, and choosing between conflicting sources of information all may utilize some form of trust. In computer science, trust is a widely used term whose definition differs among researchers and application areas. Trust is an essential component of the vision for the Semantic Web, where both new problems and new applications of trust are being studied. This paper gives an overview of existing trust research in computer science and the Semantic Web.     

From pattern to practice: Evaluation of a design pattern fostering trust in virtual teams

This article describes the implementation and evaluation of a design pattern that fosters trust in mediated collaborative settings. The pattern proposed here should provide a profile with static and/or dynamic information about the participants of a collaborative environment. It aims to foster initial (in the first two to three weeks) trust in situations in which people do not know each other and do not have a chance to meet, but need to collaborate. A simple and low cost implementation of this pattern was realized by conducting a case study with participants of the European Virtual Seminar on Sustainable Development (EVS). They were asked to fill in a template with personal information about themselves. In the EVS, students collaboratively have to address sustainable development problems. Afterwards, students were questioned on the use of this template, called PEXPI, and their impressions of each other during and after the EVS; questionnaires and a semi-structured interview were used. The results show that the implementation of the static profile, derived from the pattern, initially helped students to form an impression of each other. After this initial period, however, students base their impression on factors such as the quality of work-related contributions, behaviour during collaboration (e.g. responsiveness), and communication style. This case study also shows that the pattern could easily be applied and transferred to a new context, as long as the conditions described in the ‘context’-section of the pattern, were met. The case study provided a means for evaluation of the pattern and a source for its refinement.     

Mediating roles of self-presentation desire in online game community commitment and trust behavior of Massive Multiplayer Online Role-Playing Games

Massive Multiplayer Online Role-Playing Games (MMORPGs), which allow simultaneous participation of several gamers, have attracted a great deal of attention recently. Since MMORPGs can be categorized as a type of online community, the behavior of MMORPGs users needs to be considered as the general behavior in online communities. However, previous studies of online communities did not pay enough attention to MMORPGs, in which users can express themselves by interacting actively through games and game avatars. Understanding the characteristics of MMORPGs as online game communities where users communicate and interact will allow games to be vitalized and users to be immersed in games in a more positive way. Hence, using self-presentation theory and social identity theory, this study examined the factors influencing self-presentation desire and the mediating role of self-presentation desire examined in terms of trust of and commitments to online game communities. The results showed that the interactivity in the spaces of MMORPGs had the biggest impacts on self-presentation desire; personal innovativeness and game design quality also was influential. The results also indicated that self-presentation desire caused trust of online games and eventually led to even stronger commitments to gamers.     

The questionable promise of social media for education: connective learning and the commercial imperative

Facebook and other social media have been hailed as delivering the promise of new, socially engaged educational experiences for students in undergraduate, self‐directed, and other educational sectors. A theoretical and historical analysis of these media in the light of earlier media transformations, however, helps to situate and qualify this promise. Specifically, the analysis of dominant social media presented here questions whether social media platforms satisfy a crucial component of learning – fostering the capacity for debate and disagreement. By using the analytical frame of media theorist Raymond Williams, with its emphasis on the influence of advertising in the content and form of television, we weigh the conditions of dominant social networking sites as constraints for debate and therefore learning. Accordingly, we propose an update to Williams' erudite work that is in keeping with our findings. Williams' critique focuses on the structural characteristics of sequence, rhythm, and flow of television as a cultural form. Our critique proposes the terms information design, architecture, and above all algorithm, as structural characteristics that similarly apply to the related but contemporary cultural form of social networking services. Illustrating the ongoing salience of media theory and history for research in e‐learning, the article updates Williams' work while leveraging it in a critical discussion of the suitability of commercial social media for education.     

How different types of users develop trust in technology: A qualitative analysis of the antecedents of active and passive user trust in a shared technology

The aim of this study was to investigate the antecedents of trust in technology for active users and passive users working with a shared technology. According to the prominence-interpretation theory, to assess the trustworthiness of a technology, a person must first perceive and evaluate elements of the system that includes the technology. An experimental study was conducted with 54 participants who worked in two-person teams in a multi-task environment with a shared technology. Trust in technology was measured using a trust in technology questionnaire and antecedents of trust were elicited using an open-ended question. A list of antecedents of trust in technology was derived using qualitative analysis techniques. The following categories emerged from the antecedent: technology factors, user factors, and task factors. Similarities and differences between active users and passive user responses, in terms of trust in technology were discussed.     

The use of computer technology in university teaching and learning: a critical perspective

Abstract  Despite huge efforts to position information and communication technology (ICT) as a central tenet of university teaching and learning, the fact remains that many university students and faculty make only limited formal academic use of computer technology. Whilst this is usually attributed to a variety of operational deficits on the part of students, faculty, and universities, this paper considers the wider social relations underpinning the relatively modest use of technology in higher education. The paper explores how university use of computer technology is shaped into marginalized and curtailed positions by a variety of actors. From the 'writing' of ICT at a national policy level through to the marginalization of ICT within the lived 'student experience', a consistent theme emerges where computer technology use is constructed in limited, linear, and rigid terms far removed from the creative, productive, and empowering uses which are often celebrated by educational technologists. In the light of such constraints, the paper considers how these dominant constructions of a peripheral and limited use of ICT may be challenged by the higher education community. In particular, it concludes by reflecting on current critical thinking about how educational technologists can foster a more expansive and empowered use of computer technology within university settings.     

How heterogeneous community engage newcomers? The effect of community diversity on newcomers’ perception of inclusion: An empirical study in social media service

Online communities that provide social media services need to engage newcomers so as to not lose them to competitors. This study examines the role of community diversity (in terms of perceived visible dissimilarity, perceived informational dissimilarity and perceived value dissimilarity) in influencing perceived inclusion of newcomers in the online community and the influence of such perception on newcomers’ engagement intention. The theoretical background on perceived inclusion is obtained from the optimal distinctiveness theory, which comprises of two dimensions, namely, social identification and perceived uniqueness. The results support the multiple roles of community diversity on a newcomer’s perceived inclusion. The findings of this study contribute to a better understanding of the effect of community diversity on newcomers’ engagement behavior, and provide recommendations on designing a personalized community diversity environment.     

The dynamics of trust in B2C e-commerce: a research model and agenda

Trust is a key factor that determines the success of Business to Consumer (B2C) e-commerce transactions. Research has identified several critical factors that influence trust. These have been incorporated into the design of e-commerce web portals; however a vast majority of potential users are still wary of online business transactions. This points to the need for the development of more sophisticated and comprehensive models that can provide additional insights into the true role played by trust in the adoption of e-commerce portals. Here we do so by focusing on trust as it pertains to B2C e-commerce transactions. Pertinent issues addressed are: (1) Is trust the critical factor that makes all the difference between users accepting or rejecting a B2C portal? (2) Are there factors that could play a more critical role in user acceptance/rejection of such portals? (3) If so, what is the relevance of trust relative to these factors? The research model and agenda introduced here enable researchers to view trust in its proper perspective as part of the bigger picture of technology acceptance.     

Experiencing motivational conflict on social media in a crisis situation: The case of the Chick-fil-A same-sex marriage controversy

This study examined the relationship between motivational conflict involving social media use and attitude formation in a brand crisis situation. An online experiment was conducted with 658 participants using a 2 (news-article valence: positive vs. negative) × 2 (situational cue valence: positive vs. negative) between-subjects design. During the experiment, participants loyal to Chick-fil-A (defense-motivated) were asked to communicate the brand through the brand's social networking sites (SNSs) while receiving a cue for the SNS audience's general unfavorable opinions on the crisis issue, the Chick-fil-A same-sex marriage controversy (impression-motivated). It was found that when motivational conflict was experienced (defense vs. impression), (1) individuals' brand attitudes were affected more by objective information such as a news article than by a cue for audience opinion and (2) their positive brand-related cognitions were countervailed by their impression-related cognitions. Overall, the findings suggest that it is not always desirable for a company to encourage customers to engage in SNS-facilitated interaction in a crisis situation.     

The role of social media in enhancing guanxi and perceived effectiveness of E-commerce institutional mechanisms in online marketplace

This study extends literature on e-commerce trust and repurchase intentions by exploring the role of swift guanxi and the perceived effectiveness of institutional mechanisms (PEEIM) in the context of a Chinese e-marketplace – Taobao. We explore how Taobao’s social media technologies (online reviews and instant messenger) can improve swift guanxi and PEEIM by increasing online interactivity and presence. We find that buyers’ PEEIM negatively moderates trust in online sellers and repurchase intentions. We show that swift guanxi, created by social media’s interactivity and presence, enhances trust, which further increases repurchase intentions. Theoretical and managerial implications and future research directions are discussed.