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• W2786302847 abstract "Purpose The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach Online surveys were conducted with 595 SMBC participants in China and the USA. AMOS is used in SEM analysis. Findings Consumers with collectivistic, extroverted, and extrinsic orientation experience social value through social media participation. In contrast, consumers with individualistic and intrinsic orientation demonstrate content value. Furthermore, Chinese consumers show more social value and the US consumers more content value. Accordingly, the effect of social value (content value) on brand equity is stronger for Chinese (US) consumers. Research limitations/implications Culture was assessed only by individualism/collectivism, personality by extroversion/introversion and motivation by extrinsic/intrinsic. Future research should verify external generalizability beyond China and the USA. Practical implications Enhanced social and content value through consumers’ social media participation can increase brand equity. Thus, companies should motivate consumers to experience more value via social media participation, and, cultivate a multicultural climate and facilitate the exchange of culture. Originality/value First, this research redefines customer value into two components: social and content value. Second, this paper is the first to investigate the antecedents (i.e. culture, personality, and motivation) and the consequence (i.e. brand equity) of customer value in social media community settings. Third, this study illustrates differences in social media customer value experiences of Chinese vs US consumers." @default.
• W2786302847 created "2018-02-23" @default.
• W2786302847 creator A5000911725 @default.
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• W2786302847 date "2018-02-12" @default.
• W2786302847 modified "2023-10-01" @default.
• W2786302847 title "Social value, content value, and brand equity in social media brand communities" @default.
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• W2786302847 doi "https://doi.org/10.1108/imr-07-2016-0132" @default.
• W2786302847 hasPublicationYear "2018" @default.
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