Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections

Abstract

Purpose

This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs).

Design/methodology/approach

An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling.

Findings

Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs.

Originality/value

This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.

Citation

Kwon, S. and Ha, S. (2023), "Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections", Journal of Research in Interactive Marketing, Vol. 17 No. 1, pp. 78-93. https://doi.org/10.1108/JRIM-07-2021-0183