Promoting customer value co-creation through social capital in online brand communities: The mediating role of member inspiration

作者：

Highlights：

• Social capital is a key antecedent promoting customer value co-creation behaviors in Online Brand Communities (OBCs).

• Member inspiration positively mediates the relationship between social capital and customer value co-creation.

• Perceived visible heterogeneity and value homogeneity positively moderate how social capital affects member inspiration.

摘要

•Social capital is a key antecedent promoting customer value co-creation behaviors in Online Brand Communities (OBCs).•Member inspiration positively mediates the relationship between social capital and customer value co-creation.•Perceived visible heterogeneity and value homogeneity positively moderate how social capital affects member inspiration.

论文关键词：Online brand community,Social capital,Member inspiration,Value co-creation,Perceived visible heterogeneity,Perceived value homogeneity

论文评审过程：Received 30 December 2021, Revised 30 April 2022, Accepted 4 August 2022, Available online 10 August 2022, Version of Record 19 August 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107440