Consumers and Value Co-Creation: The Case of an Online Brand Community

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dc.creatorOtero-Gómez, María Cristina
dc.creatorGiraldo-Pérez, Wilson
dc.date2021-08-18
dc.date.accessioned2025-10-01T23:48:54Z
dc.descriptionThis article analyzes value co-creation in online comments posted by consumers and their influence on brand repurchase intention. This applied case study examined a Colombian vehicle brand community on Facebook and investigated the generation and dissemination of positive comments by consumers regarding the brand, especially focusing on the concepts of defense, evangelism, and promotion. This study adopted a quantitative approach, in which the data derived from 140 virtual interviews was processed using SmartPLS software (version 3.0) to conduct a factor analysis and thus determine the validity and reliability of the instrument. Afterward, structural equation modeling was used to test the hypotheses. The data revealed that the variables brand promotion and brand evangelism, in that order, influence repurchase intention. By contrast, brand defense has no influence on post-consumption behavior. This suggests that consumers who are part of a community are more likely to perform evangelization and promotion actions that favor the brand, e.g., sharing information about positive aspects of the brand with other customers, recommending it to new consumers, promoting the generation of positive opinions online and offline, and adopting other behaviors that show a high level of support. Therefore, consumers need to have a vast knowledge of and experience with a brand in order to promote it, which leads to repeat purchases and an early adoption of new releases, which favors brand diversification.en-US
dc.descriptionEste artículo tiene como objetivo analizar la cocreación de valor a partir de los comentarios online generados por el consumidor y su influencia en las intenciones de recompra de una marca. Se trata de un estudio de caso aplicado a una comunidad de marca de vehículos en Colombia ubicada en la red social Facebook. El estudio se fundamenta en la creación y circulación de comentarios positivos por parte del consumidor en relación con su marca, abordando principalmente los conceptos defensa, evangelismo y promoción. Para la realización de este estudio se utilizó un enfoque cuantitativo en el que se procesaron los datos procedentes de 140 encuestas virtuales, sirviéndose del software SmartPLS 3.0 para realizar el análisis factorial y así determinar la validez y confiablidad del instrumento. Posteriormente se usó el modelo de ecuaciones estructurales para corroborar las hipótesis. Los datos revelan que las variables que presentan influencia en las intenciones de recompra son, en su orden: promoción de marca y evangelismo de marca. Por el contrario, la defensa de la marca carece de influencia en el comportamiento posconsumo. Esto sugiere que los consumidores, como miembros de una comunidad, son más proclives a realizar acciones de evangelización y promoción que favorecen la marca, como, por ejemplo: brindar información a otros clientes sobre los aspectos positivos de esta, recomendarla a nuevos consumidores, promover la generación de opiniones positivas tanto online como offline y otros comportamientos que evidencien un elevado nivel de apoyo. De este modo, la promoción requiere de un amplio conocimiento y experiencia con la marca, lo que conlleva a repetir su compra y a adoptar de forma temprana los nuevos lanzamientos para la diversificación de la marca.es-ES
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dc.identifierhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1847
dc.identifier10.22430/24223182.1847
dc.identifier.urihttps://hdl.handle.net/20.500.12622/7045
dc.languagespa
dc.publisherInstitución Universitaria ITMes-ES
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1847/2112
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1847/2115
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1847/2116
dc.relationhttps://revistas.itm.edu.co/index.php/revista-cea/article/view/1847/2128
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dc.rightsDerechos de autor 2021 Instituto Tecnológico Metropolitanoes-ES
dc.sourceRevista CEA; Vol. 7 No. 15 (2021); e1847en-US
dc.sourceRevista CEA; Vol. 7 Núm. 15 (2021); e1847es-ES
dc.source2422-3182
dc.source2390-0725
dc.subjectBrand defenseen-US
dc.subjectbrand evangelismen-US
dc.subjectbrand promotionen-US
dc.subjectrepurchase intentionen-US
dc.subjectbrand communityen-US
dc.subjectdefensa de marcaes-ES
dc.subjectevangelismo de marcaes-ES
dc.subjectpromoción de marcaes-ES
dc.subjectintención de recompraes-ES
dc.subjectcomunidad de marcaes-ES
dc.titleConsumers and Value Co-Creation: The Case of an Online Brand Communityen-US
dc.titleLos consumidores y la co-creación de valor: el caso de una comunidad de marca virtuales-ES
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion

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