Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections
- Authors
- Kwon, Soyeon; Ha, Sejin
- Issue Date
- 2022
- Publisher
- EMERALD GROUP PUBLISHING LTD
- Keywords
- Branded hashtag engagement; Identity-based identification; Bond-based identification; Self-brand connections
- Citation
- JOURNAL OF RESEARCH IN INTERACTIVE MARKETING
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF RESEARCH IN INTERACTIVE MARKETING
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/143606
- DOI
- 10.1108/JRIM-07-2021-0183
- ISSN
- 2040-7122
- Abstract
- Purpose This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs). Design/methodology/approach An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling. Findings Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs. Originality/value This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.
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Collections - College of Global Business > Digital Business in Division of Convergence Business > 1. Journal Articles
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