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Understanding Consumer Participation on Companies’ Brand Microblogs

  • Conference paper
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E-Technologies (MCETECH 2015)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 209))

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Abstract

The purpose of this research is to understand consumer participation on companies’ brand microblogs. We propose a research model to explain that such participation may be a positive consequence of consumers’ brand attachment process. That is, consumers’ perceived self-congruence and partner quality may influence their trust and commitment toward brands. Trust and commitment further affect participation on brand microblogs. We empirically examine our research hypotheses using an online survey. The results show that self-congruence and partner quality positively affect trust and commitment. Trust has significant effects on commitment and participation, while commitment also affects participation. Our findings provide insights on user participation behavior in a social computing context, while practitioners may apply our findings for brand building and to understand consumer participation in similar contexts.

Note: A revised and extended paper based on this work is being published in Computers in Human Behavior [9].

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Author information

Authors and Affiliations

  1. Telfer School of Management, University of Ottawa, Ottawa, Canada

    Kem Z. K. Zhang & Morad Benyoucef

  2. School of Management, University of Science and Technology of China, Hefei, China

    Kem Z. K. Zhang

  3. Management School, Anhui University, Hefei, China

    Sesia J. Zhao

Authors
  1. Kem Z. K. Zhang
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  2. Morad Benyoucef
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  3. Sesia J. Zhao
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Corresponding author

Correspondence to Kem Z. K. Zhang .

Editor information

Editors and Affiliations

  1. University of Ottawa, Ottawa, Ontario, Canada

    Morad Benyoucef

  2. Carleton University, Ottawa, Ontario, Canada

    Michael Weiss

  3. Université du Québec à Montréal, Montreal, Québec, Canada

    Hafedh Mili

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Zhang, K.Z.K., Benyoucef, M., Zhao, S.J. (2015). Understanding Consumer Participation on Companies’ Brand Microblogs. In: Benyoucef, M., Weiss, M., Mili, H. (eds) E-Technologies. MCETECH 2015. Lecture Notes in Business Information Processing, vol 209. Springer, Cham. https://doi.org/10.1007/978-3-319-17957-5_8

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  • DOI: https://doi.org/10.1007/978-3-319-17957-5_8

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