Purpose

This study explores the creation of online brand relationships from the personal, social and brand perspectives of social media and its influence on the community citizenship behavior to establish an integrative model. With social identity theory (SIT) and the theory of socially shared cognition (TSSC) as the theoretical basis for model integration, this study identifies the key factors that maintain the relationship between online community members and brands and prompt brand members to establish a close emotional connection with the brand and generate community citizenship behavior for the brand.

Design/methodology/approach

This study examines community members who own products from luxury fashion brands (e.g. Louis Vuitton, Chanel and Hermès) and have followed the official Instagram account of the luxury fashion brand for at least 1 year, with a total of 582 valid samples. Structural equation modeling (SEM) is used to test the model.

Findings

All except for one of the hypotheses are supported, and the theoretical model exhibits acceptable goodness-of-fit. The strongest effect is that of brand community identification on affective brand commitment, followed by that of online co-creation on community citizenship behavior and that of brand commitment on community citizenship behavior.

Originality/value

SIT was used as the basis and extended to the TSSC to integrate the theoretical perspectives. This study identifies the online brand relationship between service providers and consumers, explores possible causes and consequences from multiple perspectives and proposes conclusions and practical management implications as references for marketing personnel.

中文翻译：

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Instagram 上奢侈时尚品牌在线社区公民行为的综合模型

目的

本研究从社交媒体的个人、社会和品牌角度探讨在线品牌关系的创建及其对社区公民行为的影响，建立一个综合模型。本研究以社会认同理论（SIT）和社会共享认知理论（TSSC）作为模型整合的理论基础，找出维持网络社区成员与品牌关系的关键因素，促使品牌成员建立紧密的情感关系。与品牌建立联系并为品牌产生社区公民行为。

设计/方法论/途径

本研究调查了拥有时尚奢侈品牌（如路易威登、香奈儿、爱马仕等）产品并关注时尚奢侈品牌官方Instagram账户至少1年的社区成员，共582个有效样本。结构方程模型（SEM）用于测试模型。

发现

除其中一个假设外，所有假设均得到支持，并且理论模型表现出可接受的拟合优度。最强的影响是品牌社区认同对情感品牌承诺的影响，其次是在线共创对社区公民行为的影响，以及品牌承诺对社区公民行为的影响。

原创性/价值

以SIT为基础，延伸至TSSC，整合理论视角。本研究识别服务提供者与消费者之间的网络品牌关系，从多个角度探讨可能的原因和后果，并提出结论和实际管理启示，供营销人员参考。