Purpose

This study aims to examine the increasingly widespread phenomenon of brand community-swinging, which refers to a user's routine use of multiple brand communities of a brand across different social media. Drawing from channel complementarity theory, this study examines whether the complementarity of gratifications in four values (i.e. information value, entertainment value, social interaction value and self-presentation value) influences brand community-swinging and, in turn, cultivates brand loyalty.

Design/methodology/approach

A questionnaire was developed to collect relevant data from users of a well-known smartphone brand. The survey yielded a total of 351 useable responses, and a structural equation model approach was used to test the hypotheses.

Findings

The results indicate that three types of gratification complementarity (information value, social interaction value and self-presentation value) have a significantly positive impact on consumers' brand community-swinging, which further fosters brand loyalty.

Originality/value

Previous research predominantly focused on the motivations and outcomes of consumers' participation within a single-brand community, but little is known about the antecedents and outcomes of brand community-swinging in a poly-social-media context. This study contributes to the brand community literature by addressing this research gap.

中文翻译：

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了解多社交媒体背景下品牌社区摇摆的前因和后果：渠道互补理论的视角

目的

本研究旨在研究日益普遍的品牌社区摇摆现象，即用户在不同社交媒体上对一个品牌的多个品牌社区的日常使用。借鉴渠道互补理论，本研究考察了四种价值（即信息价值、娱乐价值、社交互动价值和自我展示价值）的满足的互补性是否影响品牌社区摇摆，进而培养品牌忠诚度。

设计/方法/方法

开发了一份问卷，以收集知名智能手机品牌用户的相关数据。该调查共产生了 351 个可用响应，并使用结构方程模型方法来检验假设。

发现

结果表明，三种满足互补性（信息价值、社交互动价值和自我呈现价值）对消费者的品牌社区摆动具有显着的正向影响，从而进一步促进了品牌忠诚度。

原创性/价值

以前的研究主要集中在消费者参与单一品牌社区的动机和结果，但对多社交媒体背景下品牌社区摇摆的前因和结果知之甚少。本研究通过解决这一研究空白，为品牌社区文献做出了贡献。