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The character and effects of consumer and marketer generated communities
Abstract
This study deals with two types of customer groups, which focus on a brand, customer generated (CGCs) and marketer generated communities (MGCs). It identifies themes about community in the sociology and marketing literature, develops quantitative measures of those themes, and explains the connections between the interconnectedness of community microstructure, positive community sentiments, and participation at group events and activities. It expands existing knowledge by linking community variables to a relationship with the brand and behavioral outcomes (repurchase, positive referral, and willingness to pay more for the brand). It also provides a framework for understanding different types of customer communities; compares CGC and MGC members' sentiments about the group and relationships with the brand; and suggests that CGCs and MGCs have different implications for marketers. Survey data were obtained from the Winnebago - Itasca Travelers Club and the Wandering Winnies of FMCA. As expected, interconnectedness of community microstructure is positively related to participation at group events and activities and to positive community sentiments. Participation is positively related to community sentiments. Positive community sentiments are positively related to a relationship with the brand, which, in turn, is positively related to repurchase, referral, and a willingness to pay more. Contrary to expectations, CGC community members do not have more positive sentiments about their community than MGC members. However, as anticipated, MGC members have a greater perceived relationship with the brand than CGC members.
Subject Area
Marketing|Sociology
Recommended Citation
Okleshen, Cara Lee, "The character and effects of consumer and marketer generated communities" (1999). ETD collection for University of Nebraska-Lincoln. AAI9929218.
https://digitalcommons.unl.edu/dissertations/AAI9929218