Co-consumption and co-production inside a brand community: a socio-cognitive perspective

Sukoco, Badri Munir and Wann-Yih Wu and Hsih-Hsien Liu (2016) Co-consumption and co-production inside a brand community: a socio-cognitive perspective. International Journal of Internet Marketing and Advertising, 10 (1/2). pp. 113-126. ISSN 1477-5212

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This study adopts social cognitive theory to investigate knowledge sharing behaviour, co-consumption and co-production, among members inside a brand community. Moreover, this study proposes that members of such community form two general expectations from the community, self-related and socially related expectations. Responses from members of the Wii community indicate that markers of brand community as an environmental factor form members' expectations and enact knowledge sharing behaviour. Further, the results exhibit that socially related expectations positively influence knowledge sharing behaviour, while self-related expectations have opposite effects. In summary, this study demonstrates the relevance of brand community markers and members' expectations which provides a new perspective of knowledge sharing behaviour.

Item Type: Article
Uncontrolled Keywords: brand communities; self-related expectations; socially related expectations; knowledge sharing; social cognitive theory; co-consumption; co-production; knowledge sharing behaviour; Wii community; brand community markers.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management
Divisions: 04. Fakultas Ekonomi dan Bisnis > Manajemen
Sukoco, Badri
Depositing User: Ika Rudianto
Date Deposited: 12 Aug 2016 06:39
Last Modified: 02 Sep 2016 01:28
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