Less for More: Does Consumers’ Proneness to Join More Online Brand Communities Negatively Impact Consumers’ Sharing Ability?

Zahy Ramadan (), Ibrahim Abosag and Eman Gadalla
Additional contact information
Zahy Ramadan: Lebanese American University
Ibrahim Abosag: Lebanese American University
Eman Gadalla: Lebanese American University

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 1-8 from Springer

Abstract: Abstract Online consumer experience has been the focus of recent studies as an enabler to sharing commerce. Consumer experiences are key facilitators for consumers’ social sharing of commerce. Nonetheless, as consumers have become prone to joining brands’ conversations, risks of consumer oversaturation, undermining consumers’ sharing ability should be expected to develop. The negative influence of customer relationship proneness (CRP) in joining and engaging with a high number of brand communities has not been examined. This study employs an online survey of members of a leading mobile phone company’s online sharing community on Facebook to offer new insights on CRP’s role in negatively affecting consumers’ commitment to sharing within brand communities. This is the first study to examine the negative impact of CRP on online brand communities and brand relationship. It is also the first to examine the relationship between CRP in joining online communities and online community commitment in social networking sites.

Keywords: Social Commerce; Customer Relationship Proneness (CRP); Brand Love (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-31836-8_1

Ordering information: This item can be ordered from
http://www.springer.com/9783031318368

DOI: 10.1007/978-3-031-31836-8_1

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().