Cultivating consumer subjective well-being through online brand communities: a multidimensional view of social capital

Abstract

Purpose

This study aims to investigate the role of multidimensional social capital and consumer subjective well-being in online brand communities (OBCs). The aim was to provide practical guidance to global brand marketers for cultivating and strengthening OBC operations, optimizing consumer-brand-community relationships and creating value in the digital age.

Design/methodology/approach

A total of 576 valid questionnaires were collected through an online survey, and the model was tested using partial least squares structural equation modeling.

Findings

In OBCs, the cognitive dimension of social capital (i.e. shared language and shared vision) strongly affects the relational dimension of social capital (i.e. social trust and reciprocity). Both these dimensions also positively influence consumer community subjective well-being, which, in turn, enhances consumer brand subjective well-being. Thus, community subjective well-being has a mediating role in the aforementioned relationship, and brand community is an antecedent to brand subjective well-being.

Research limitations/implications

Future studies should investigate other dimensions of social capital and well-being, as well as moderator variables, social environments and types of culture.

Originality/value

This study constructed a conceptual framework that focused on the effect of multidimensional social capital in OBCs to elucidate antecedents of brand subjective well-being from the perspectives of social networks and relationships. Moreover, it examined how brands strategically expand their clientele base with regard to target customers.

Citation

Zhou, Z., Wang, R. and Zhan, G. (2022), "Cultivating consumer subjective well-being through online brand communities: a multidimensional view of social capital", Journal of Product & Brand Management, Vol. 31 No. 5, pp. 808-822. https://doi.org/10.1108/JPBM-12-2020-3267