Social Capital on Consumer Knowledge-Sharing in Virtual Brand Communities: The Mediating Effect of Pan-Family Consciousness

Jiemei Zhang, Qingbo Zhu and Yupei Wang
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Jiemei Zhang: Business School, Henan University, Kaifeng 475004, China
Qingbo Zhu: Business School, Henan University, Kaifeng 475004, China
Yupei Wang: Business School, Beijing Normal University, Beijing 100875, China

Sustainability, 2019, vol. 11, issue 2, 1-19

Abstract: Literature investigating social capital theory and Chinese family culture suggests that social capital exists in virtual brand communities, bringing convenience to members, contributing to the cultivation of pan-family consciousness, and affecting consumer knowledge-sharing. In this study, we considered members of virtual brand communities as the research subjects, then analyzed the data using SPSS19.0 and AMOS21.0. We showed that network density, shared language, and shared vision of social capital have a positive impact on pan-family consciousness. This, in turn, had a positive influence on knowledge-sharing, thus playing an intermediary role between cognitive capital and consumer knowledge-sharing.

Keywords: social capital; virtual brand communities; pan-family consciousness; knowledge-sharing (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (8)

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