 A multidimensional scale for measuring online brand community social capital (OBCSC)Stephanie Meek, Maria Ryan, Claire Lambert and Madeleine Ogilvie Journal of Business Research, 2019, vol. 100, issue C, 234-244 Abstract: Online brand communities (OBCs) provide businesses with a mechanism to generate unparalleled consumer engagement, loyal customer relationships, and reliable marketing intelligence. Pertinent to the effectiveness of OBCs is the development of social capital that has the propensity to enhance the quality of interactive relationships within the community, thereby influencing factors critical to the ongoing success of the OBC. This paper considers existing conceptualisations of social capital in the on and offline environments to develop and test an empirical social capital scale specific to OBCs. Results indicate that social capital in an OBC environment is a multidimensional construct determined by the level of shared language, shared vision, social trust and reciprocity that exists within the structure of the community. The resultant online brand community social capital (OBCSC) scale exhibits sound psychometric properties demonstrating a reliable and valid measure. Keywords: Online brand communities; Social capital; Shared language; Shared vision; Social trust; Reciprocity (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:100:y:2019:i:c:p:234-244 DOI: 10.1016/j.jbusres.2019.03.036 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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