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Company social networks: customer communities or supplementary services?

dc.contributor.authorMartins, Carla
dc.contributor.authorPatricio, Lia
dc.date.accessioned2018-10-22T12:02:09Z
dc.date.available2018-10-22T12:02:09Z
dc.date.issued2018
dc.description.abstractPurpose: The purpose of this study is to contribute to a better understanding of the antecedents and consequences of loyalty to consumer networks hosted by companies in the scope of social networking sites (SNS). These company social networks (CSNs) have traditionally been studied as online brand communities but more research is needed to understand their role for host companies. Design/methodology/approach: This study identifies CSN performance dimensions (host reputation, informativeness, communication self-expressiveness, rewarding activity and consumption support) and analyzes how they influence attitudes and behavioral intentions toward CSNs (identification with the community, satisfaction and loyalty) and toward the host company (satisfaction and loyalty). A conceptual model is tested through a survey administered to members of a large grocery retailer CSN on Facebook. Findings: Results show that all six identified performance dimensions significantly impact CSN loyalty. However, while self-expressiveness, communication and rewarding activity (which are closely related to social and hedonic value) are predictors of loyalty to the CSN, through the mediation of identification with the community, they neither indirectly (through the mediation of identification) nor directly impact satisfaction with the host. Conversely, informativeness, communication and host reputation are good predictors of loyalty to the CSN, through mediation of satisfaction with the CSN, and also exert an indirect positive influence on satisfaction with the host. Finally, consumption support positively influences loyalty to the CSN through the mediation of identification with the community and directly positively influences satisfaction with the host company. Originality/value: These results reveal the dichotomous nature of CSNs, as communities of people with shared interests and supplementary services created by companies to add value to their core offering. While perceptions regarding the community facet are independent from attitude toward the host, perceptions regarding supplementary service are significant predictors of satisfaction with the host. These results offer implications for future research and management of companies’ social media presence.pt_PT
dc.description.versioninfo:eu-repo/semantics/publishedVersionpt_PT
dc.identifier.citationMartins, C., Patrício, L. (2018).Company social networks: customer communities or supplementary services? Journal of Services Marketing, 32(4), 443-461pt_PT
dc.identifier.doi10.1108/JSM-07-2016-0250pt_PT
dc.identifier.eid85044457664
dc.identifier.issn0887-6045
dc.identifier.urihttp://hdl.handle.net/10400.14/25817
dc.identifier.wos000437163900006
dc.language.isoengpt_PT
dc.peerreviewedyespt_PT
dc.publisherEmeraldpt_PT
dc.subjectCompany social networkspt_PT
dc.subjectLoyaltypt_PT
dc.subjectSatisfactionpt_PT
dc.subjectIdentificationpt_PT
dc.subjectSocial networking sitespt_PT
dc.subjectOnline communitypt_PT
dc.titleCompany social networks: customer communities or supplementary services?pt_PT
dc.typejournal article
dspace.entity.typePublication
oaire.citation.endPage461
oaire.citation.issue4
oaire.citation.startPage443
oaire.citation.titleJournal of Services Marketingpt_PT
oaire.citation.volume32
person.familyNameMartins
person.familyNamePatricio
person.givenNameCarla
person.givenNameLia
person.identifierR-000-94F
person.identifier.ciencia-idB111-AC5C-6B80
person.identifier.ciencia-id3715-C11F-5818
person.identifier.orcid0000-0001-6542-2544
person.identifier.orcid0000-0003-2414-1556
person.identifier.scopus-author-id22135273100
person.identifier.scopus-author-id22734539400
rcaap.rightsrestrictedAccesspt_PT
rcaap.typearticlept_PT
relation.isAuthorOfPublication1b17274a-2117-415e-b5e8-4aa246ce18f0
relation.isAuthorOfPublication1716de3f-50e7-4a88-a076-95802ca96349
relation.isAuthorOfPublication.latestForDiscovery1b17274a-2117-415e-b5e8-4aa246ce18f0

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