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
Share Proceeding
Featured papers
See MoreFeatured
Understanding Trust Formation in Peer-to-peer Social Commerce
Lena Cavusoglu, Portland State University
Deniz Atik, University of Texas Rio Grande Valley, USA
Featured
J5. Buy Better, Buy Less: Future Self-Continuity and Construal Level Affect Investment in Sustainable Consumer Products
Rebecca Peng, Northeastern University, USA
Daniele Mathras, Northeastern University, USA
Katherine Loveland, Xavier University
Featured
How Do Consumers React to Anthropomorphized Brand Alliance? Applying Interpersonal Expectations to Business-to-Business Relationships
DONGJIN HE, Hong Kong Polytechic University
Fangyuan Chen, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University