Abstract
This study examines the difference between Facebook-based firm-initiated online brand communities (FIOBCs) and consumer-initiated online brand communities (CIOBCs). A content analysis of 2512 Facebook posts across twelve online brand communities (OBCs) of six brands was conducted using Netnography. This was followed by ten in-depth interviews of community members of these online brand communities. The most engaging posts in the consumer-initiated online brand community provide information and focus on self-enhancement and brand identification. In the firm-initiated online brand community, posts related to a brand, new product launches, greetings, and rewards were perceived as most engaging. Additionally, it was found that the drivers of engagement are informational, economic, and social benefits, brand identification, and self-enhancement. This paper contributes to customer engagement and brand community literature by examining the differences between firm-initiated and consumer-initiated online brand communities, focusing on Facebook-based online brand communities.
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Data availability
A part of dataset generated during the current study is not publicly available as it contains proprietary information. Information on how to obtain it is available from the corresponding author on request.
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Appendix
Appendix
1.1 Coding manual
Please mark ‘1’ if the specified variable is present in the post or ‘0’ if it is not present.
1.1.1 The content type of the Facebook post
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Seeking information – A post seeking information or asking a query regarding (Example: 1) Where can I buy a Lenovo laptop in Hyderabad? 2) Am I the only one facing Bluetooth connectivity issues with Mi Note 4?)
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Product
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Service
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Delivery
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Giving information – A post giving information, feedback, and suggestion regarding
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Product
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Service
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Delivery
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[Example: (1) The service at Navi Mumbai centre is the worst? (2) Air pressure in the tyre must be checked regularly for good mileage, (3) The new game launched will be available in stores from 15th June 2018 in the following stores].
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Remarkable fact – the interestingness of content, such as mentions of remarkable facts (#ThrowbackThursday, Trivia, anniversary)
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Philanthropy – the desire to promote the welfare of others, expressed especially by the generous donation of money to good causes (Brand X joins the cause for Green Earth, I donated Rs. 1000)
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Greetings – a sign of welcome or recognition, a formal expression of goodwill, said at a meeting or in a written message, wishes for festivals (Welcome to the group!, Good Morning, Merry Christmas, Happy Republic Day)
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Entertainment – humour, funny videos/ images, memes, small talk or banter (content other than about a product or brand)
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Rewards – For online coupons, discounts, contests or sweepstakes. Example: 10% off, participate in this contest and stand a chance to win a gift hamper
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Events – Information regarding events or promotion of events. Example: Flash sale from 15th December, a road trip to Leh
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Price—product price, price comparison, or price match guarantee. Example: Best price Rs. 5,999
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Target market – The message is targeted toward an audience segment. Example: Young boys, Moms, wedding photographers, adventure seekers
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Promotion of complementary businesses – Ads of complementary businesses/products/brands (e.g. accessories, workshops)
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Product information –
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Mention of the respective product category name of the OBC page being coded (Mobile, car, bike)
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product availability (e.g. stock and release dates)
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information on where to obtain product or store location (e.g. link or physical location)
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Product Games – Mentions the games played or available on the respective consoles
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Brand—Mentions a specific brand or organization name (Amul, Apple, Sony)
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Brand identification – Integration of perceived brand identity into self-identity. Brand identity refers to brand associations from which a person derives functional, emotional, and self-expressive benefits. (Example: Brand – Self congruence; Born to Ride, Adventurous, Off-Roadie, Selfie with the brand logo)
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Self-enhancement – A post that mentions, references, or features content in an explicitly self-enhancing way (Status symbol, attention-seeking). If Yes (1) or if No (0). (Example: This new jacket looks great on me, Feels like a King driving this beast).
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Social Identification – Satisfy fundamental needs, maintain positive social identity, social acceptance; a sense of belongingness to a community
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Sentiment
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(1) Negative – the post is a negative comment towards a brand or product
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(2) Neutral – an opinion that was not related to product, brand or community
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(3) Positive – the post is a positive comment towards a brand or product
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Vividness – (1) no vividness, for posts written in the form of a short text, (2) low vividness for photos, with or without text, (3) medium vividness for links, with or without text, and (4) high vividness for videos, with or without text.
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Raichur, V.G., Sharma, D. & Kalro, A.D. Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study. Inf Syst E-Bus Manage (2023). https://doi.org/10.1007/s10257-023-00630-6
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DOI: https://doi.org/10.1007/s10257-023-00630-6