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<p>Integrating the Social Capital Theory, Social Identity Theory, and Social Exchange Theory, this study explores how the cognitive and relational dimensions of social capital affect brand community commitment and brand community advocacy in peer-initiated social media brand communities (SMBCs). Data was collected from an online survey of 917 active brand community members. This study focuses on peer-initiated SMBCs as opposed to company-initiated SMBCs due to the process in which social capital shapes the organic and voluntary nature of consumer participation in peer-initiated SMBCs. The results reveal that shared vision and reciprocity influence brand community commitment, positivity, and defense. In addition, brand community commitment mediates the relationships between the social capital dimensions and both brand positivity and brand defense. By integrating the direct and indirect effects of social capital on brand advocacy mechanisms, the findings extend existing research on social media marketing and offer brand managers valuable insights into cultivating brand advocacy behaviors within peer-initiated SMBCs.</p>

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The social fabric of brand communities: how cognitive and relational social capital shape commitment and advocacy

  • 期刊论文

  • 发表日期：

    2025年7月18日

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  • Amy Wong

摘要

Integrating the Social Capital Theory, Social Identity Theory, and Social Exchange Theory, this study explores how the cognitive and relational dimensions of social capital affect brand community commitment and brand community advocacy in peer-initiated social media brand communities (SMBCs). Data was collected from an online survey of 917 active brand community members. This study focuses on peer-initiated SMBCs as opposed to company-initiated SMBCs due to the process in which social capital shapes the organic and voluntary nature of consumer participation in peer-initiated SMBCs. The results reveal that shared vision and reciprocity influence brand community commitment, positivity, and defense. In addition, brand community commitment mediates the relationships between the social capital dimensions and both brand positivity and brand defense. By integrating the direct and indirect effects of social capital on brand advocacy mechanisms, the findings extend existing research on social media marketing and offer brand managers valuable insights into cultivating brand advocacy behaviors within peer-initiated SMBCs.