MATEC Web Conf.
Volume 100, 201713th Global Congress on Manufacturing and Management (GCMM 2016)
|Number of page(s)||7|
|Section||Part 5: Management Engineering|
|Published online||08 March 2017|
Exploring the Mediating Effect of E-social Capital Between Community Members Interaction and Consumer Engagement
Staff Development Institute of China National Tobacco Corporation, 7# Road Xinyuan, Zhengzhou, Henan, China
* Corresponding Email: email@example.com
This article explored the effect of instrumental interaction and relational interaction on consumer engagement (community engagement and brand engagement) among community members. The mediating effect of E-social capital was investigated as well. The research results showed that: both instrumental interaction and interpersonal interaction promote the formation of E-social capital (online trust and online reciprocity); online trust plays a partial mediating role between community interaction (instrumental interaction, relational interaction) and community engagement, but the influence of online reciprocity on community engagement is not significant; community engagement leads to brand engagement. The findings enrich the theories of brand community and consumer engagement and contribute to the virtual community management.
© The Authors, published by EDP Sciences, 2017
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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