Conceptualising and validating the social capital construct in consumer-initiated online brand communities (COBCs)

Social capital plays a significant role in understanding online community relationships in the marketing field. However, the construct of social capital has not been studied in the context of consumer-initiated online brand communities (COBCs). This paper develops a model of social capital in COBCs as a higher order reflective latent construct having four first-order dimensions. Responses of 353 members from 35 Volkswagen COBCs in China were obtained and analysed using Structural Equation Modelling. The data supports our model of social capital in COBCs, providing a greater understanding of social capital in COBCs that will help Chinese marketers utilise COBCs more effectively

We Are All in This Together: The Role of Individuals’ Social Identities in Problematic Engagement with Video Games and the Internet

Individuals’ engagement with videogames and the internet features both social and potentially pathological aspects. In this research, we draw on the social identity approach and present a novel framework to understand the linkage between these two aspects. In three samples (Nstudy1 = 304, Nstudy2 = 160 and Nstudy3 = 782) of young Chinese people from two age groups (approximately 20 and 16 years old), we test the associations between relevant social identities and problematic engagement with videogames and the internet. Across studies, we demonstrate that individuals’ identification as ‘gamers’ or ‘frequent internet users’ predicts problematic engagement with videogames and the internet through stronger perceived social support from such groups. Moreover, we demonstrate that individuals’ identification as ‘students’ (Studies 2-3) is negatively associated with problematic engagement via social support from other students. Finally, in Study 3, we examine the articulation between social support from these three groups and subjective sense of loneliness. Findings indicate that, whereas perceived support from students is negatively associated with loneliness, the association between perceived support from gamers and internet users and loneliness is weaker and positive. Theoretical implications and directions for future research are discussed. Taken together, the studies highlight the importance of considering the social context of individuals’ problematic engagement with technologies, and the role of different group memberships