...Daiane Scaraboto; Stefânia Ordovás de Almeida; João Pedro dos Santos Fleck This study shows how online brand community members promoted legal gaming in a market where piracy was prevalent. It demonstrates how community members worked to establish coherence; engaged in cognitive participation...

...Zhimin Zhou; Ge Zhan; Nan Zhou Purpose Consumers share negative brand experience in many occasions to vent their emotion and seek support. The purpose of this paper is to investigate the impact of negative sharing on members’ happiness in online brand communities by drawing from two opposing...

... only Facebook User engagement Social media marketing Online brand community Electronic word-of-mouth Online social interactions In general, consumer social participation in SMBCs is a broad and multidimensional construct (see Kamboj and Sarmah, 2018). However, prior research has...

... of researchers have focused on establishing a reliable measure of customer participation in online brand communities (Bruhn et al., 2014 ; Wang et al., 2015). Indeed, Casaló et al. (2010) emphasized the need for industry-specific online participation measurement scale. Recently...

... relationships and fostering brand loyalty (Schau et al., 2009). Zhou (2011) and McWilliam (2000) also find that OBC plays a greater role in helping firms build brand loyalty, increase market penetration, and create positive word‐of‐mouth. Online brand community EWOM Negative event Brand...