Collective empowerment in online communities: conceptualization, scale refinement, and validation

被引：8

作者：

Nguyen, Long Thang Van ^{[1
]}

Conduit, Jodie ^{[2
]}

Lu, Vinh Nhat ^{[3
]}

Rao Hill, Sally ^{[2
]}

机构：

[1] RMIT Univ Vietnam, Sch Commun & Design, 702 Nguyen Van Linh Dist 7, Ho Chi Minh City 0000, Vietnam

[2] Univ Adelaide, Fac Profess, Adelaide Business Sch, Adelaide, SA, Australia

[3] Australian Natl Univ, Coll Business & Econ, Res Sch Management, Canberra, ACT, Australia

来源：

JOURNAL OF MARKETING THEORY AND PRACTICE | 2020年 / 28卷 / 03期

关键词：

PSYCHOLOGICAL EMPOWERMENT; CUSTOMER EMPOWERMENT; CONSUMER EMPOWERMENT; BRAND COMMUNITY; SOCIAL MEDIA; ENGAGEMENT; MODEL; OUTCOMES; IMPACT; TRUST;

D O I：

10.1080/10696679.2020.1758568

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Online communities provide consumers with an avenue to harness the collective power of their members and advocate changes to products and services of an organization. Drawing on social identity theory, we conduct a series of studies to conceptualize, refine, and validate a measure of "collective empowerment in online communities". We demonstrate its dimensional structure comprising cognitive, emotional, behavioral, and relational empowerment. The four-dimensional empowerment construct provides a foundation for further consumer research to explore the effects of online collective empowerment on consumer behavior outcomes. Managerially, marketers can use the measure to track members' perceptions and leverage the efforts of their online community.

引用

页码：301 / 317

页数：17

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