How to measure social capital in an online brand community? A comparison of three social capital scales

So Won Jeong, Sejin Ha and Kyu-Hye Lee

Journal of Business Research, 2021, vol. 131, issue C, 652-663

Abstract: Despite that social capital is widely used to explain social interactions and networking on social media, there is no consensus on the measurement of social capital, and successful assessment is difficult. To address this issue, this research presents an empirical comparison of three different social capital scales in the context of online brand communities: Chiu et al.’s six sub-dimensional model (2006), Lin and Lu’s three-dimensional model (2011), and Williams’s two-dimension model (2006). Results indicate that social capital in an online brand community environment mainly consists of three dimensions, including social interaction ties, trust, and shared value, lending support for Lin and Lu’s scale over the others. Our investigation of social capital scales provides managerial and theoretical implications by identifying and validating context-specific measures of social capital.

Keywords: Social capital; Social media; Online brand communities; Commitment (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0148296320305051
Full text for ScienceDirect subscribers only

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:eee:jbrese:v:131:y:2021:i:c:p:652-663

DOI: 10.1016/j.jbusres.2020.07.051

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
Bibliographic data for series maintained by Catherine Liu ().