PERAN IDENTITAS SOSIAL DALAM KEANGGOTAAN ONLINE BRAND COMMUNITIES (OBC) MELALUI TIPE PARTISIPASI ANGGOTA

Annisa Fajri

doi:10.52353/ama.v16i1.451

PERAN IDENTITAS SOSIAL DALAM KEANGGOTAAN ONLINE BRAND COMMUNITIES (OBC) MELALUI TIPE PARTISIPASI ANGGOTA

Annisa Fajri

Abstrak

Semakin canggihnya tekhnologi yang ada, semakin menunjang kemudahan pada teknologi informasi dan komunikasi yang ada. Agar semakin mudah dalam menarik konsumen dan untuk mengembangkan jangkauan pasar sebuah usaha, strategi pemasaran memiliki peranan yang sangat besar dalam memanfaatkan tekhnologi. Ketika konsumen akan melakukan pembelian mereka cenderung akan bergantung pada akses konten komunitas merek dalam membuat keputusan membeli. Dengan adanya online brand communities (OBC) sangat memudahkan konsumen untuk mengetahui produk yang cocok untuk dirinya dengan melihat review dan spesifikasi produk dari anggota komunitas yang sudah pernah melakukan pembelian produk sebelumnya. Sehingga, konten dan review dalam OBC harus membuat konsumen yang membaca tertarik untuk membeli. Efek identitas sosial anggota OBC terhadap komitmen anggota terhadap merek, mengarah ke kata-kata positif dari word of mouth (WOM) dan penolakan mereka terhadap informasi negatif tentang merek tersebut. Oleh karena itu penting untuk memahami identitas sosial keanggotaan dalam OBC.

Kata Kunci

OBC, identitas sosial, poster, lurker, word of mouth

Teks Lengkap:

PDF

Referensi

Aaker, J., Fournier, S., and Brasel, S. A. (2004), “When good brands do bad. Journal of Consumer Research,” 31, 1–16.

Akrout, H., & Nagy, G. (2018). Trust and commitment within a virtual brand community: The mediating role of brand relationship quality. Information & Management, 55(8), 939– 955.

Alden, D. L., Kelley, J. B., Youn, J. B., & Chen, Q. (2016). Understanding consumer motivations to interact on brand websites in the international marketplace: Evidence from the US, China, and South Korea. Journal of Business Research, 69(12), 5909– 5916.

Algesheimer, R., Dholakia, U. M., and Herrmann, A. (2005), “The social inﬂuence of brand community: Evidence from European car clubs,” Journal of Marketing, 69, 19–34.

Alonso Dos Santos, M., Calabuig Moreno, F., Rejón Guardia, F., & Pérez Campos, C. (2016). Influence of the virtual brand community in sports sponsorship. Psychology & Marketing, 33(12), 1091– 1097.

Baldus, B. J., Voorhees, C., & Calantone, R. (2015). Online brand community engagement: Scale development and validation. Journal of Business Research, 68(5), 978– 985. https://doi.org/10.1016/j.jbusres.2014.09.035

Ball, J., & Barnes, D. C. (2017). Delight and the grateful customer: Beyond joy and surprise. Journal of Service Theory and Practice, 27(1), 250– 269.

Belk, R. W., Caldwell, M., Devinney, T. M., Eckhardt, G. M., Henry, P., Kozinets, R., & Plakoyiannaki, E. (2018). Envisioning consumers: How videography can contribute to marketing knowledge. Journal of Marketing Management, 34(5–6), 432– 458.

Bergami, M., and Bagozzi, R. P. (2000), ”Self-categorization, affective commitment and group self-esteem as distinct aspects of social identity in the organization,” British Journal of Social Psychology, 39, 555–577.

Blanton, H.,and Christie, C. (2003), ”Deviance regulation: A theory of action and identity. Review of General Psychology,” 7, 115–149.

Cheng, Z.C., and Guo, T.C.(2015), ”The formation of social identity and self-identity based on knowledge contribution in virtual communities: An inductive route model,” Computers in Human Behavior, 43, 229–241.

Cova, B and White, T. (2010), ”Counter-brand and alter-brand communities: the impact of Web 2.0 on tribal marketing approaches,” Journal of Marketing Management 26: 256–270.

Dholakia, U. M., Blazevic, V., Wiertz, C., and Algesheimer, R. (2009), ”Communal service delivery how customers beneﬁt from participation in ﬁrm-hosted virtual P3 communities,” Journal of Service Research, 12, 208–226.

Bagozzi, R. P., and Dholakia, U. M. (2002), ”Intentional social action in virtual communities. Journal of Interactive Marketing,” 16, 2–21.

Bagozzi, R. P., and Dholakia, U. M. (2006), ”Antecedents and purchase consequences of customer participation in small group brand communities,” International Journal of Research in Marketing, 23, 45–61.

Bhattacharya, C. B., Rao, H., and Glynn, M. A, (1995). ”Understanding the bond of identiﬁcation: An investigation of its correlates among art museum members,” Journal of Marketing, 59, 46–57.

Brabham, D.C. (2008),”Crowdsourcing as a model forproblem solving an introduction and cases,” Convergence, 14, 75–90.

Burmann, C., and Zeplin, S. (2005),”Building brand commitment: A behavioral approach to internal brand management,” Journal of Brand Management, 12, 279–300.

de Valck, K. and Dambrin, C. (2007), “Look who’s talking! Technology-supported impression management and formation in virtual communities”, paper presented at 36th EMAC Conference, Reykjavik 22-24 May.

Eisingerich, A. B., Rubera, G., Seifert, M., and Bhardwaj, G. (2011), ”Doing good and doing better despite negative information? The role of corporate social responsibility in consumer resistance to negative information,” Journal of Service Research, 14, 60–75.

Escalas, J. E., and Bettman, J. R. (2003), ”You are what they eat: The inﬂuence of reference groups on consumers’ connections to brands,” Journal of Consumer Psychology, 13, 339–348.

Fullerton, G. (2005), ”The impact of brand commitment on loyalty to retail service brands,” Canadian Journal of Administrative Sciences, 22, 97–110.

Gustafsson, A., Johnson, M. D., and Roos, I. (2005), ”The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention,” Journal of Marketing, 69, 210–218.

Hartmann, B.J., Wiertz,C., and Arnould, E.J. (2015), ”Exploring consumptive moments of value-creating practice in online community,” Psychology and Marketing, 32, 319–340.

Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014), ”Consumer brand engagement in social media: Conceptualization, scale development and validation,” Journal of Interactive Marketing, 28, 149–165.

M. Hook, S. Baxter, A. Kulczynski, Antecedents and consequences of participation in brand communities: a literature review, J. Brand Manag. 25 (2018) 277–292.

Hornsey, M. J. (2008), ”Social identity theory and selfcategorization theory: A historical review,” Social and Personality Psychology Compass, 2, 204–222.

Hughes, D.E. and Ahearne, M. (2010), “Energizing the reseller’s sales force: the power of brand identiﬁcation”, Journal of Marketing, Vol. 74, July, pp. 81-96.

Jans, L., Postmes, T., and Van der Zee, K. I. (2012), ”Sharing differences: The inductive route to social identity formation,” Journal of Experimental Social Psychology, 48, 1145– 1149.

Kim, J. W., Choi, J., Qualls, W., and Han, K. (2008), ”It takes a marketplace community to raise brand commitment: The role of online communities,” Journal of Marketing Management, 24, 409–431.

Koll,O., vonWallpach, S., and Kreuzer,M. (2010), ”Multi-method research on consumer–brand associations: Comparing free associations, storytelling, and collages,” Psychology and Marketing, 27, 584–602.

Lam, S. K. (2012), ”Identity-motivated marketing relationships: Research synthesis, controversies, and research agenda,” AMS review, 2, 72–87.

Manchanda, P., Packard, G. and Pattabhiramaiah, A. (2012), “Social dollars: the economic impact of customer participation in a ﬁrm-sponsored online community”, MSI Report No. 11-115.

Meyer, J. P., and Allen, N. J. (1991), ”A three-component conceptualization of organizational commitment,” Human Resource Management Review, 1, 61–89.

Mousavi, S., Roper, S., Keeling, K.A. (2017), “Interpreting Social Identity in Online Brand Communities: Considering Posters and Lurkers”, Psychology and Marketing, Vol. 34(4): 376–393

Muniz Jr., A. M., and O’Guinn, T. C. (2001), ”Brand community. Journal of Consumer Research,”27, 412–432.

Nonnecke, B., Preece, J., and Andrews, D. (2004), ”What Lurkers and Posters think of each other,” Proceedings of the 37th Hawaii International conference on System Science.

Preece, J., Nonnecke, B., and Andrews, D. (2004), ”The top ﬁve reasons for lurking: Improving community experiences for everyone,” Computers in Human Behavior, 20, 201– 223.

Rafaeli, S., Ravid, G., and Soroka, V. (2004), ”De-lurking in virtual communities: A social communication network approach to measuring the effects of social and cultural capital,” Proceedings of the 37th Hawaii International conference on System Science.

Ridings, C., Gefen, D., and Arinze. B. (2006), ”Psychological barriers: Lurker and Poster motivation and behavior in online communities,” Communications of the Association for Information Systems, 18, 329-354.

Schau, H.J., Mun ˜iz, A.M. Jr and Arnould, E.J. (2009), “How brand community practices create value”, Journal of Marketing, Vol. 73 No. 5, pp. 30-51.

Sicilia, M., Ruiz, S. and Munuera, J.L. (2005), “Effects of interactivity in a web site. The moderating effect of need for cognition”, Journal of Advertising, Vol. 34 No. 3, pp. 31-45.

Tsai, H. T., and Bagozzi, R. P. (2014), ”Contribution behavior in virtual communities: Cognitive, emotional, and social inﬂuences,” MIS Quarterly, 38, 143–163.

Van Dick, R. (2001), ”Identiﬁcation in organizational contexts: Linking theory and research from social and organizational psychology,” International Journal of Management Reviews, 3, 265–283.

Van Dick, R., Wagner, U., Stellmacher, J., and Christ,O. (2004), ”The utility of a broader conceptualization of organizational identiﬁcation: Which aspects really matter?,” Journal of Occupational and Organizational Psychology, 77, 171–191.

Wirtz, J., den Ambtman, A., Bloemer, J., Horv´ath, C., Ramaseshan, B., van de Klundert, J., et al. (2013), ”Managing brands and customer engagement in online brand communities,” Journal of Service Management, 24, 223–244.

DOI: http://dx.doi.org/10.52353/ama.v16i1.451