URAM-Marketing

Unité de Recherche et d'Applications en Marketing

Modeling the role of the information shared in the virtual communities of brand in the participation of consumer in a boycott


Abstract:

Cette recherche présente un modèle explicatif combinant en même temps des informations partagées, la gravité perçue et le boycott dans une communauté virtuelle de marque. L’objectif de cette enquête est de comprendre les mécanismes de partage d’informations entre les membres d’une communauté de marque et leur contribution à la participation du consommateur au boycott. Pour ce faire, une enquete auprès de 310 membres appartenant à la communauté virtuelle de la marque Coca-Cola sur facebook nous a permis de valider le modèle conceptuel. Cette marque a des positions pro-israéliennes et finance l’armée israélienne ce qui a déclenché l’insatisfaction du consommateur et a lancé un boycott à travers sa page sur Facebook.

Read: 83 views

Download Article

FileFile sizeDownloads
pdf uram-2017-p83-99871 kB 34

References

  1. Albert Noel, Merunka Dwight and Valette-Florence Pierre (2008), “Conceptualizing and Measuring Consumers’ Love towards their Brands”, Society for Marketing Advances, St Petersburg, Florida (November).
  2. Algesheimer R, Dholakia UM, Herrmann A (2005) “The social influence of brand community: evidence from European car clubs”. J Mark 69(3):19–34.
  3. Amirault-Thébault M. (1999), « Le boycott : analyse conceptuelle et modélisation », Thèse de doctorat en sciences de gestion, Université La Réunion, Saint-Denis.
  4. Ben Khelil H et Bouslama N. (2014), « L’impact  de la qualité de la relation à la marque sur la participation du consommateur à un boycott : Recherche exploratoire », 23rd IBIMA Conference Valencia, Spain 13-14 May 2014.
  5. Ben Khelil H et Bouslama N. (2015), « Développement et validation d’une échelle de mesure de la gravité perçue de la marque dans le contexte tunisien »,13ème Colloque International de l’Association Tunisienne de Marketing.
  6. Bendapudi, N., & Berry, L. L. (1997). “Customers’ motivations for maintaining relationships with service providers”. Journal of Retailing, 73(1), 15-37.
  7. Bergami M, Bagozzi RP (2000), “Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization”. Br J Soc Psychol 39(4):555–577.
  8. Blanchard A, Welbourne J, Boughton M (2011), A model of online trust. Inf Comm Soc 14(1):76–106.
  9. Cazier, J. A., Shao, B. B., & Louis, R. D. S. (2006). “E-business differentiation through value-based trust”. Information & Management, 43(6), 718-727.
  10. Chai S, Kim M (2010) “What makes bloggers share knowledge? An investigation on the role of trust”. Int J Inform Manage 30(5):408–415.
  11. Chai S, Kim M (2012), “A socio-technical approach to knowledge contribution behavior: an empirical investigation of social networking sites users”. Int J Inform Manage 32(2):118–126.
  12. Chai, S., & Kim, M. (2010). “What makes bloggers share knowledge? An investigation on the role of trust”. International Journal of Information Management30(5), 408-415.
  13. Chen J, Wan Y, Sun Y and Tao F. (2014), « Relations between problems on sleeping and suicidal behaviors in middle school students ». Zhonghua Liu Xing Bing Xue Za Zhi 35 (2) 129 – 33.
  14. Cheng FH, Yeh CH, Tu CW (2008) “Trust and knowledge sharing in green supply chains. Supply Chain Manag”: An Int J 13(4):283–295.
  15. Churchill, G. A., & Iacobucci, D. (2010). “Marketing research: methodological foundations”.
  16. De Cremer D, Van Vugt M (1999) “Social identification effects in social dilemmas: a transformation of motives”. Eur J Soc Psychol 29(7):871–893.
  17. Dennis AR, Pootheri SK, Natarajan VL (1998) “Lessons from the early adopters of web groupware”. J Manage Inf Syst 14(4):65–86.
  18. Dholakia U.M, Bagozzi P et Pearo L.K (2004) “A Social influence model of consumer participation in network –and –small group – based virtual communities”. International Journal of Research in Marketing. V21, p241-263.
  19. Dutton JE, Dukerich JM (1991) “Keeping an eye on the mirror: the role of image and identity in organizational adaptation”. Acad Manage J 34(3):517–554
  20. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
  21. Friedman M. (1985), “Consumer boycotts in the United States, 1970-1980: contemporary events in historical perspective”, Journal of Consumer Affairs, 19, 1, 96-117.
  22. Garbarino E. et Johnson M.S. (1999), “The different roles of satisfaction, trust, and commitment in consumer relationships”, Journal of Marketing, 63, 2, 70-87.
  23. Garrett D.E. (1987), “The effectiveness of marketing policy boycotts: environmental opposition to marketing”, Journal of Marketing, 51, 2, 46-57.
  24. Gwinner, K. P., Gremler, D. D. ,Bitner, M. J., 1998. Relational benefits in services industries: The customer’s perspective”. Journal of the Academy of Marketing Science 26 (2), 101-114.
  25. Haslam SA (2004), “Psychology in organizations: the social identity approach. Sage Publications”, London.
  26. Herrmann R. O.(1993), “The Tactics of Consumer Resistance: Group Action and marketplace Exit”, Advances in Consumer Research, 20, 130-134.
  27. Hsu M., Ju T., Yen C. et Chang C. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. InternationalJournal of Human-Computer Studies, 65(2), p. 153–169.
  28. Hsu MH, Ju TL, Yen CH, Chang CM (2007), Knowledge sharing behavior in virtual communities: the relationship between trust, self-efficacy, and outcome expectations. Int J Hum-Comput Stud 65(2):153–169.
  29. Jang, H., Olfman, L., Ko, I., Koh, J., & Kim, K. (2008). The influence of on-line brand community characteristics on community commitment and brand loyalty. International Journal of Electronic Commerce, 12(3), 57-80.
  30. Jones P.D, Osborn T.J et Briffa K.R (1997) “Estimating sampling errors in large-scale temperature averages”. Journal Climate. 10 2548–68.
  31. Kassim NM, Ahmed Abdulla AKM (2006) “The influence of attraction on Internet banking: an extension to the trust-relationship commitment model”. Int J Bank Mark 24(6):424–442.
  32. Kim C, Lee SG, Kang M (2012) “I became an attractive person in the virtual world: users’ identification with virtual communities and avatars”. Comput Hum Behav 28(5):1663–1669.
  33. Kim, K. H., Ko, E., Xu, B., & Han, Y. (2012). “Increasing customer equity of luxury fashion brands through nurturing consumer attitude”. Journal of Business Research, 65(10), 1495–1499. oi:10.1016/j.jbusres.2011.10.016
  34. Klein J. G., N. C. Smith et A. John (2003), “Why We Boycott: Consumer Motivations for Boycott Participation and Marketers Responses”, Centre for Marketing, London Business School, 1-39.
  35. Klein J.G., Smith N.C. et John A. (2004), “Why we boycott: consumer motivations for boycott participation”, Journal of Marketing, 68, 3, 92-109.
  36. Kozinets R (1999) “E-Tribalised marketing? The strategic implications of virtual communities of consumption”. European management journal.V17 (June), p252-264.
  37. Kozinets R.V. et Handelman J. (1998), “Ensouling consumption: a netnographic exploration of the meaning of boycotting behavior, in J.W. Alba et J.W. Hutchinson (coord.)”, Advances in Consumer Research, 25, Provo, Utah, Association for Consumer Research, 475-480.
  38. Lacoeuilhe J (1997) « Le concept d’attachement dans la formation du comportement de Fidélité ». Revue Française de marketing.165, p. 29-42.
  39. Lazarus, R. S. (1993).Coping theory and research: past, present, and future.Psychosomatic Medicine”, 55(3), 234-247.In Human Behavior26(1), 32-41.
  40. Lewis JD, Weigert A (1985) “Trust as a social reality”. Soc Forces 63(4):967–985.
  41. Lin HF (2008) “Determinants of successful virtual communities: contributions from system characteristics and social factors”. Inf Manage 45(8):522–527
  42. Maffesoli, M. (1988). « Le temps des tribus: le déclin de l’individualisme dans les sociétés de masse ». Librairie des Méridiens.
  43. McAlexander, James H. and John W. Schouten (1998), “Brandfests: Servicescapes for the Cultivation of Brand Equity,” in Servicescapes: The Concept of Place in Contemporary Markets, John F. Sherry Jr., ed. Chicago: American Marketing Association, 377–402
  44. McAllister, D. J. (1995). “Affect-and cognition-based trust as foundations for interpersonal cooperation in organizations”. Academy of Management Journal, 38(1), 24-59.
  45. Morgan RM, Hunt SD (1994) “The commitment-trust theory of relationship marketing”. J Mark 58(3):20–38.
  46. Morgan, R. M., & Hunt, S. D. (1994). “The commitment-trust theory of relationship marketing”. The journal of marketing, 20-38.
  47. Moulins, J. L., & Roux, E. (2010). « Communicating Brand in Order to Refashion the Customer-Brand Relationship”. Journal of Marketing Trends, 1(3), 7-23.
  48. Muniz Jr, A. M., & O’guinn, T. C. (2001). “Brand community”. Journal of consumer research, 27(4), 412-432.
  49. N’Goala  G Karine Cissé-D (2009) : « Les effets de la satisfaction, de la confiance et de l’engagement vis-à-vis d’une marque sur la participation des consommateurs à un boycott »,  Recherche et Applications en Marketing, vol. 24, n° 1/2009.
  50. Olson M. (1965), “The logic of collective action: public goods and the theory of groups”, Cambridge, HarvardUniversity Press.
  51. Parayitam, S., & Dooley, R. S. (2009). The interplay between cognitive-and affective conflict and cognition-and affect-based trust in influencing decision outcomes. Journal of Business Research62(8), 789-796.
  52. Park N, Yang A (2012) “Online environmental community members’ intention to participate in environmental activities: an application of the theory of planned behavior in the Chinese context”. Comput Hum Behav 28(4):1298–1306
  53. Raïes, K., & Gavard-Perret, M. L. (2011). « Intention de fidélité à la marque des participants à une communauté virtuelle de marque: le rôle dual de l’engagement ». Recherche et Applications en Marketing, 26(3), 23-43.
  54. Reid, M., (2003), “IMC-performance relationship: further insight and evidence from the Australian marketplace”, International Journal of Advertising, Vol. 22, No. 2, pp. 227-248, 2003.
  55. Ridings CM, Gefen D, Arinze B (2002) “Some antecedents and effects of trust in virtual communities”. J Strat Inf Syst 11(3/4):271–295.
  56. Roussel, P., Durrieu, F., & Campoy, E. (2002). Méthodes d’équations structurelles: recherche et applications en gestion. Economica.
  57. Sen S., Gürhan-Canli Z. et Morwitz V. (2001),“Withholding consumption: a social dilemma perspective on consumer boycotts”, Journal of Consumer Research, 28, 3, 399-417.
  58. Shang F, (2006), Effect of nitrogen limitation on the ergosterol production by fed-batch culture of Saccharomyces cerevisiae. J Biotechnol122(3):285-92.
  59. Smith N.C. (2005), “Consumer activism: boycotts, brands and marketing communications, in G. Menon et A.R. Rao (coord.)”, Advances in Consumer Research, 32, Duluth, MN, Association for Consumer Research, 494-494.
  60. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.
  61. Wang EST, Chen LSL (2012) “Forming relationship commitments to online communities: the role of social motivations”. Comput Hum Behav 28(2):570–575
  62. Wu JJ, Chen YH, Chung YS (2010) “Trust factors influencing virtual community members: a study of transaction communities”. J Bus Res 63(9/10):1025–1032
  63. Wu WY, Sukoco BM (2010) Why should I share? Examining consumers’ motives and trust on knowledge sharing. J Comput Inform Syst 50(4):11–19
  64. Wu, J. J., Chen, Y. H., & Chung, Y. S. (2010). “Trust factors influencing virtual community members: A study of transaction communities”. Journal of Business Research, 63(9), 1025-1032.
  65. Yang, S. C., & Farn, C. K. (2009). “Social capital, behavioural control, and tacit knowledge sharing—A multi-informant design”. International Journal of Information Management, 29(3), 210-218.
  66. Yeh YH, Choi SM (2011) “MINI-lovers, maxi-mouths: an investigation of antecedents to eWOM intention among brand community members”. J Mark Comm 17(3):145–162
  67. Yu TK, Lu LC, Liu TF (2010) “Exploring factors that influence knowledge sharing behavior via weblogs”. Comput Hum Behav 26(1):32–41
  68. Zeithaml V.A., Berry L.L. et Parasuraman L.A. (1996), “The behavioral consequences of service quality”, Journal ofMarketing, 60, 4, 31-46.
  69. Zhou T (2011) “Understanding online community user participation: a social influence perspective”. Internet Res 21(1):67–81
  70. Zhou, L., Zhang, P., & Zimmermann, H.-D. (2013). “Social commerce research: An integrated view”. Electronic Commerce Research and Applications, 12(2), 61-68.
  71. Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). « How do brand communities generate brand relationships? Intermediate mechanisms”. Journal of Business Research, 65(7), 890-895.
MSC-URAM Proceedings (URAM, FSEGT, UTM) © 2016