Chou, Cindy Yunhsin, Leo, Wei Wei Cheryl, Chen, Tom (2022) Servicing through digital interactions andwell-being in virtual communities. Journal of Services Marketing, 36 (2). pp. 217-231. ISSN 0887-6045. (doi:10.1108/JSM-01-2021-0009) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:107084)
The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication) | |
Official URL: https://doi.org/10.1108/JSM-01-2021-0009 |
Abstract
Purpose
Applying social exchange theory as the theoretical basis, this paper aims to examine the impacts of two forms of digital social interaction on social well-being and helping behavior of customers: moderator–customer interaction quality and customer–customer social support. Furthermore, this paper investigates customer exchange ideology as a moderator of these impacts.
Design/methodology/approach
This paper adopted a purposive sampling method for survey materials sent to customers of firm-hosted virtual communities (FHVCs) using a consumer panel service company. The self-administered survey was developed from existing scales, and 265 usable responses were obtained.
Findings
Both forms of digital social interaction within FHVCs positively impact social well-being, which in turn positively influences helping behavior in the community. Social well-being is decomposed into social integration and social contribution, and each partially mediates the impact of customer–customer social support and moderator–customer interaction quality on helping behavior. This finding provides greater explanatory power for the role that digital social interactions have in predicting customer helping behavior in an FHVC. In addition, an exchange ideology positively moderates the impact of customer–customer social support on helping behavior via social integration.
Originality/value
This paper demonstrates that resource exchange dynamics occur digitally within FHVCs, which then affect social well-being and helping behaviors in customers. From a practical point of view, this study indicates the potential that digital interactions have in generating social and economic value through helping behaviors.
Item Type: | Article |
---|---|
DOI/Identification number: | 10.1108/JSM-01-2021-0009 |
Subjects: | H Social Sciences |
Divisions: | Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business |
Depositing User: | Tom Chen |
Date Deposited: | 24 Sep 2024 11:36 UTC |
Last Modified: | 25 Sep 2024 13:16 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/107084 (The current URI for this page, for reference purposes) |
- Export to:
- RefWorks
- EPrints3 XML
- BibTeX
- CSV
- Depositors only (login required):