Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Kwon, Soyeon | - |
dc.contributor.author | Ha, Sejin | - |
dc.date.accessioned | 2022-08-27T12:40:44Z | - |
dc.date.available | 2022-08-27T12:40:44Z | - |
dc.date.created | 2022-08-25 | - |
dc.date.issued | 2022 | - |
dc.identifier.issn | 2040-7122 | - |
dc.identifier.uri | https://scholar.korea.ac.kr/handle/2021.sw.korea/143606 | - |
dc.description.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. | - |
dc.language | English | - |
dc.language.iso | en | - |
dc.publisher | EMERALD GROUP PUBLISHING LTD | - |
dc.subject | CUSTOMER ENGAGEMENT | - |
dc.subject | COMMUNICATION | - |
dc.subject | ATTRIBUTES | - |
dc.subject | ATTACHMENT | - |
dc.subject | PRESTIGE | - |
dc.subject | IMPACT | - |
dc.title | Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Kwon, Soyeon | - |
dc.identifier.doi | 10.1108/JRIM-07-2021-0183 | - |
dc.identifier.scopusid | 2-s2.0-85123958771 | - |
dc.identifier.wosid | 000751467800001 | - |
dc.identifier.bibliographicCitation | JOURNAL OF RESEARCH IN INTERACTIVE MARKETING | - |
dc.relation.isPartOf | JOURNAL OF RESEARCH IN INTERACTIVE MARKETING | - |
dc.citation.title | JOURNAL OF RESEARCH IN INTERACTIVE MARKETING | - |
dc.type.rims | ART | - |
dc.type.docType | Article; Early Access | - |
dc.description.journalClass | 1 | - |
dc.description.journalRegisteredClass | ssci | - |
dc.description.journalRegisteredClass | scopus | - |
dc.relation.journalResearchArea | Business & Economics | - |
dc.relation.journalWebOfScienceCategory | Business | - |
dc.subject.keywordPlus | CUSTOMER ENGAGEMENT | - |
dc.subject.keywordPlus | COMMUNICATION | - |
dc.subject.keywordPlus | ATTRIBUTES | - |
dc.subject.keywordPlus | ATTACHMENT | - |
dc.subject.keywordPlus | PRESTIGE | - |
dc.subject.keywordPlus | IMPACT | - |
dc.subject.keywordAuthor | Branded hashtag engagement | - |
dc.subject.keywordAuthor | Identity-based identification | - |
dc.subject.keywordAuthor | Bond-based identification | - |
dc.subject.keywordAuthor | Self-brand connections | - |
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