Is Social Capital Context Dependent? the Weight Watchers’ Online and Offline Brand Communities

This research investigates the social capital of two brand communities that communicate in face to face and online. We find that voluntarism, oriented altruism, reciprocity and social trust are expressed differently depending on the brand community communication context. These results can support strategies related to brand community management.



Citation:

Michelle Bergadaà and Nada Sayarh (2018) ,"Is Social Capital Context Dependent? the Weight Watchers’ Online and Offline Brand Communities", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 43-46.

Authors

Michelle Bergadaà, University of Geneva, Switzerland
Nada Sayarh, University of Geneva, Switzerland



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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