Engagement, participation, and relationship quality in the context of co-creation in brand communities

Matti Haverila (), Kai Haverila, Caitlin McLaughlin and Mehak Arora
Additional contact information
Matti Haverila: Thompson Rivers University
Kai Haverila: Concordia University
Caitlin McLaughlin: Memorial University of Newfoundland
Mehak Arora: Thompson Rivers University

Journal of Marketing Analytics, 2022, vol. 10, issue 3, No 5, 232-249

Abstract: Abstract The purpose of this research is to gain a better understanding of how co-creation, engagement, and participation work together to improve relationship quality within the context of co-creation in brand communities. The study uses a cross-sectional survey that was conducted among the members of various brand communities from Canada and the United States. Partial least squares structural equation modeling was used to examine the strength, significance, and effect sizes of the relationships. The findings indicate that participation has a significant impact on brand community engagement and brand community relationship quality. Furthermore, responsible information behavior appears to be the most effective strategy to encourage participation and thereby increase engagement and relationship quality with the brand community. The results confirm previous researchers’ findings with regard to how to encourage participation and enhance relationship quality in the context of co-creation in brand communities. The study is unique in its ability to determine how these variables work together in order to achieve that goal, rather than studying their individual impacts on the construct. We are able to get a more augmented and strategic perspective on how to achieve the goals of engagement and enhanced relationship quality in brand communities.

Keywords: Brand community; Co-creation; Participation; Partial least squares (PLS) modeling; Relationship quality; Brand community engagement (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1057/s41270-021-00136-5 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

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:pal:jmarka:v:10:y:2022:i:3:d:10.1057_s41270-021-00136-5

Ordering information: This journal article can be ordered from
http://www.springer. ... gement/journal/41270

DOI: 10.1057/s41270-021-00136-5

Access Statistics for this article

Journal of Marketing Analytics is currently edited by Maria Petrescu and Anjala Krishnen

More articles in Journal of Marketing Analytics from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().