Unlocking the Marketing Potential of Social Capital: A Study to Identify the Dimensions of Social Capital Considered Represented within Online Brand Communities

摘要

In the past ten years, virtual communities (VCs) have received increased academic and practitioner attention, mainly as a result of the development in digital technology and social media. More recently, publications concerning research into online brand communities (OBCs) have emerged in increasing numbers. However, these studies into the characteristics, functions and benefits associated with OBC, and the impact of consumers' participation in OBC, have largely ignored the contribution social capital can make to our understanding of these communities and their impact on brands. This paper seeks to fill this gap, and develop our understanding of social capital in order to assist marketers to utilize OBC more effectively.