The impact of consumer personality and social network position on brand community engagement

Duygu Akdevelioglu (), Selcan Kara and Victor Perotti
Additional contact information
Duygu Akdevelioglu: Rochester Institute of Technology
Selcan Kara: University of Massachusetts Dartmouth
Victor Perotti: Rochester Institute of Technology

Journal of Brand Management, 2024, vol. 31, issue 3, No 1, 235-250

Abstract: Abstract This research establishes a significant interaction between network position and affective personality traits as they influence affective brand community engagement, which in turn alters branding outcomes in various dimensions. Utilizing content analysis of data from a brand community on Facebook, and an experimental study analyzed with SEM, this research shows that consumers’ network positions (central vs. non-central) influence their affective brand community engagement (ABCE) that leads to brand identification, which in turn influences consumers’ branding outcomes in attitudinal, behavioral, relational, and network and community dimensions. The findings contribute to the brand management literature by demonstrating that consumers’ affective personality traits moderate the positive effect of centrality over non-centrality on ABCE, and that the positive effect of centrality on ABCE disappears when a consumer’s (1) emotional-intelligence is low, (2) malicious envy is high, and (3) neuroticism is high. From a broader perspective, this research contributes to the branding literature by showing that communal effects (like network position) on ABCE can be altered by individual-level characteristics. This understanding is fundamental for branding practitioners to create and advance their brand communities for increased brand engagement.

Keywords: Brand community engagement; Social media; Affective traits; Emotional intelligence; Envy; Neuroticism (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1057/s41262-023-00337-6 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:jobman:v:31:y:2024:i:3:d:10.1057_s41262-023-00337-6

Ordering information: This journal article can be ordered from
https://www.palgrave.com/gp/journal/41262

DOI: 10.1057/s41262-023-00337-6

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Ur a Golob

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