Factors influencing quality of life a study of brand communities in viet nam

8 Brandcommunity...8 Value co-creationpracticesandbrandrelationship quality...8 Brandrelationshipqualityandconsumerhope...12 Consumerhopeandqualityoflife...14 Methodology.... 16 Designan

MASTEROFBUSINESS(HONOURS)

HoChiMinhCity–2018

MASTEROFBUSINESS(HONOURS)

SUPERVISOR:Assoc.Prof.NguyenThiMaiTrang

HoChiMinhCity-2018

Listoftables 2

Listoffigures 3

Introduction 4

Literaturereview 8

Brandcommunity 8

Value co-creationpracticesandbrandrelationship quality 8

Brandrelationshipqualityandconsumerhope 12

Consumerhopeandqualityoflife 14

Methodology 16

DesignandSample 16

Measurement 18

Dataanalysisandresults 18

Testingthemeasurementmodel 18

Testingthehypothesismodel 24

Discussandimplications 25

Limitationsanddirectionforfutureresearch 29

Conclusion 30

Appendix 31

References 52

Figure1:P r o p o s e d researchModel

Thisresearchinvestigatestheimpactofvalueco-creationpracticesinonlinebrandcommunityonqualityoflifebythemediatingofbrandrelationshipqualityandconsumerhope.Theresearchwasdesignedforthesamplesizeabout250respondentsinonlinebrandcommunitiessuchasApplebrandcommunityforIphonefans,Channelbrandcommunityforperfumefans,38Degreeflowersbrandc o m m u n it y forflowerfansandSamSungbrandcommunityforthefansofGalaxylines Theresultsindicatethatitcanbesaidthattheexistenceofrelationshipbetweentwoelementsofvalueco-

creationpracticesinonlinebrandcommunityincludingimpressionmanagement,branduseandbrandrelationshipqualityaswellasthepresenceoftherelationshipinseriesfrombrandrelationshipqualitytoconsumerhopeandthenqualityoflife.Finally,someimplicationsarediscussedtogainpoint

ofviewobjectivelyaboutresearchresults

Thefourthindustrialrevolutionhashadadramaticallyboomingstageinrecentyearsan d seemsbreakingmostoftraditionalindustriesineverycountrybecausethefactthattheremarkablenumberofglobalonlineretailsaleswastoincreasefromUS$236billiontoUS$521billionoverfiveyears,from2007to2012,wasestimatedtoreach

$1248.7billionin2017(Vermaetal.,2016).Consumerhavehadawarenessofbenefitsofthischannelsuchasgreatpriceandflexibletimebythesignificantincrease ine-

commerceplatformsglobal(Denegri‐Knott,2006;Nedergaard&Gyrd-Jon es, 2013).Thefactthatithaschangedsignificantmarketingindustry,leadingtoacreativelyonlinemarketingstagethankstotheuniqueaspectofsocialmediaandits

hugespreadforrevolutionizingmarketingprocess(Hanna,Rohm,&Crittenden,2011)an dconsumerbehaviorfromabsorbinginformationformakingpurchaseonline(Mangold&Faulds,2009;Powers,Advincula,Austin,&Graiko,2012).Otherwise,compared withtheonlineones,theotherbenefitsofsocialmediabasedbrandcommunitiesarethelowercostofinitiatingthesecommunities,higherreward,and

thenumberofgreaterreachbecauseofnormallyusingfreetheplatforms( L aP o i n t e,2 0 1 2 ) Accordingly,therapidlypopularizingo f socialnetworkingt e c h n o l o g i e s hasgeneratedidealcircumstanceincludinganewplatformando pp or tuni ties toretainexistingmembersandattractnewcustomersforbrandcommunity(Kietzmann,Hermkens,McCarthy,&Silvestre,2011)

Specifically,theconceptofbrandcommunityistakenintoasoneofmaincon si der atio ns inmarketingfieldrecently(Muniz&O’Guinn,2001).Whenresear ch ers studyinitialaboutbrandcommunities,onlinebrandcommunitiesared eem ed astoolsinordertobuildrelationshipsbetweenconsumersandbrandsthankstocorrespondinginternetcondition( S c h u l t z & Bailey,2000).Thebrandsandco n su m er s areprovidedmanyvaluessuchassharingknowledgeandengagingsupportiveconsumersbybrandcommunities(Andersen,2005),makingstrongi mp r essio

n tocustomersonthebrandfeaturesandstimulatingtheirloyalty(Andersen,2005;McAlexanderetal.,2002),gainingvaluablemarketdatafordevelopmentandresearch (VonHippel,2005),andco-creatingbenefitswithconsumers(Schau,Muñiz,

&Arnould,2009).Moreover,thebrandcommunityonsocialmediahelpnewcu sto m ers stimulatepurchaseintentionbyjoiningandparticipatinginbrandclubsandassociates(Algesheimeretal.,2005;McAlexander&Schouten,1998).Inconclusion,i tmaybearguedthatbrandcommunityhelpsvalueco-creationpracticestobemoreconvenientandefficient

Customer-brandrelationshipthatcustomerscancreateanactiverelationshipwithbr and islikebuildingrelationshipwithfriends,whichmeansbrandsareconsideredascustomer’spartners(Hudsonetal.,2015).Astudyofindividualrelationshipsin

socialpsychologyaswellaspersonalitypresentsthemetaphorofbrandrelationship(Breivik

&Thorbjornsen,2008;Smitetal.,2007).Customersparticipateinbrandrelationships becauseofbenefitsfromthemeaningstheygainintotheirlife,notonlyp ossessi ng wellgoodbrandwithitsfunctionandutilitarianismbutalsomore

psychologicalandemotional(Fournier,1998).Thus,itpossiblybeclaimedthatbrandrelationshipqualityinterrelatedobviouslytobrandcommunity

Althoughmanypreviousresearchespointoutthatvalueco-creationpracticeshaveanimportantinfluenceonenhancingbrandloyal(McAlexanderetal.,2002;Muniz&O ’ Gu i n n , 2001;Muniz&Schau,2005;Habibi,Laroche,&Richard2016),andd

em on st r at e h o w

valueco-creationpracticesinfluencebrandrelationshipsqualityinbrand communities(Luoetal,2015).However,individualqualityoflifeconcepthaveno tbeenmentionedwhilethepreviousstudiespresentvalueco-

creationpracticesinbrandcommunityconcept,moreover,thosehavenotdemonstratedtheinfluenceofv alue co-creationpracticesonqualityoflifewiththemediatingofconsumerhope

Therefore,itmaybeextremelyvirtualtoaddressthegaprecognizingtheworthofconsumerhopeformediatingrolebecauseofprovidinginsightsintocustomer’sper cepti ons aswellasfeelinginanonlinebrandcommunitiescontext(Raggio,W a l z ,Godbole,&Folse,2 0 1 4 ) Thepurposeofthispaperistoexaminetheimpactofvalueco -

c re ati o n practicesinonlinebrandcommunityonqualityoflifebythemediatingofco nsumerhopeandthenitissuggestedsuitablerecommendations.Thepaperisorganizedwiththenextsectionisliteraturereviewbasedonfoundationofpreviousresearchmodelstestedintheresearchandfollowedbytherightmethodology,nextsections,thedataanalysisandresults,anddiscussionandimplicationswillbeindicated Finally,thepaperroundsoffwithlimitationanddirectionforfutureresearchandconclusions

n gi n f o r m a t i o n andexperience;enhancingthebandvalues(Muniz&O’Guinn,2001),resultingin“co-

creationandnegotiationofmeaning”(McAlexanderetal.,2 00 2) Thatvaluableknowledgemakeindividualconnectfeelinginsightsamongmembersintjebrandcommunity(Kuo&Feng,2013).Ontheotherhand,sharedfeaturesarerepresentativeofcommunicationthatmaintainmeaningsandculturaln o r m s , finally,obligationstosocietyareafeltsenseofresponsibilitiesforthememberincommunity(Kuo&Feng,2013)

Valueco-creationpracticesandbrandrelationshipquality

Theco-creationofmemberbenefitsandcommunitypotentialbyvarietyactivitieswithin abrandcommunityisconsideredasvalueco-

creationpracticeswhilemembersinbrandcommunitycreateworthythingf o r thebrandorothersinthecommunity(Schau etal.,2009).Furthermore,valueco-

creationpracticesissupportedfavorably

9toimplementbytheplatformofsocialnetworkandmakemembersandotherelementsofabrandcommunityobtainahigh-contextinteraction,leadingtoreinforce

thebrandrelationshipqualitybrandcommunity(Muniz&O’Guinn,2001).Moreover,t h e progressiveofvalueco-

creationcombinationincludingseriesofparticularelements, suchas“welcoming,empathizing,milestoning,documenting,evangelizing,justifying,customizing,commoditizingandsoon”,thesearemainlyledbyfourelement s: “socialnetworking,communityengagement,impressionmanagementandbranduse”(Schauetal.,2009).Thus,anotherresearchalsodemonstratesvalueco-

creation practiceshasapositivelyinfluenceonbrandrelationshipquality(Habibi,Laroche,Richard,2016)

Socialnetworking

Socialnetworkingincludingsuchpracticesas“welcoming,empathizing,andgoverning”pertainsto“creating,maintaining,andcementingties”amongbrandcommunitymembers”(Schauetal.,2009).Inaddition,accordingtosocialcapitaltheory,thesocialnetworksandtrustworthyrelationships,andenhancethetogeth ern ess willbeestablishedandstrengthenedpropitiouslybyfrequentin t er p e r so n al interactions(Chang&Chuang,2011;Lee,Kim,&Kim,2012;Lee,Xiong,&Hu,2012),influencepositivelytotheidentificationwiththebrand(Algesheimeretal.,2005).Forinstance,o t h e r authors(Habibietal.,2014)indicatemanycaseswelcominganewmemberincommunitiesonFacebook,or“like”and“comment” theirstories,andm a k

e directconversationsormakefriendrelationshipsonsocialmedia,resultinginthatthemorecommittedthememberisabouttheritualsofthecommunity,themoretheywouldliketobeinvolvedinvalueco-creationpractices.T h e r e f o r e , itishypothesizedthat

H1:Socialnetworkinginbrandcommunityrelatedpositivelytobrandrelationshipqu alit y.

Communityengagement

Accordingtothebrandcommunitytheory(McAlexanderetal.,2002;Schauetal.,2009)communityengagementisidentifiedasregularactivitiesincluding“documenting,badging,milestoningandstaking”thatconsumerssharetheir

importantmilestoneandevolvecohesivepersonalbrandnarratives,relatedtoenhancemembers'engagementinthecommunity.Furthermore,memberscollaborativelybuildso cial capital,forinstance,concentratingonaspecificthingofsharedinterestwithindividuals orsharinguniqueexperiencestheygainedaboutu s i n g thebrand(Schau

etal.,2009).Otherwise,consumer’sexperiencesandknowledgeinonlinebrandco mmuni ty areimprovedsignificantbrandcommunitybysharingphotos,videos,andtext-

based storiesintheirbrandusage(Habibietal.,2014;Zaglia,2013).Therefore,brandrelationshipqualitywillbestimulatedbythesereinforcemembers’regularengag ement withthebrandcommunity.Soanotherhypothesisispresented:

H2:Socialnetworkinginbrandcommunityrelatedpositivelytobrandrelationshipqu alit y.

Impressionmanagement

Nextanotherelementofvalueco-creationpracticesisimpressionmanagementincludingevangelizingandjustifying(Schauetal.,2009).Previousresearchersp r e sen t s theefforttocreateafavorableimpressiononoutsideofcommunitybrandth ro ug hconductingimpressionmanagementpracticesofthebrandcommunity

members,theyare‘‘activitiesthathaveanexternal,outwardfocusoncreatingdesirableimpressionsofthebrand,brandenthusiastsandbrandcommunityinthesocialuniversitybeyondthebrandcommunity’’(Schauetal.,2009).Inaddition,otherre se arch provesimpressionmanagementisimplementedindifferentways,sharehelpfulitemsaboutthebrandtobefeelastrongsenseofconnectedness,obligations

tosocietyaswellascommitmenttotherituals,andobtainparticipationinimpressionmanagement (Habibietal.,2014).Sincemembersdefinethiscommunityaspartoftheirself-

identity(Algesheimeretal.,2005),itiseverymember’sdutytomaintainand increaseafavorableimageofthecommunityamongothers,leadingtoaffectpositivelyonbrandrelationshipquali

ty.Thus,anotherhypothesisisproposedthat:H 3 : Impressionmanagementinbrandcommunit yrelatedpositivelytobrandrelationshipquality.

Branduse

Thelastelementsofvalueco-creationpracticesisbranduse“includingcustomizing,groomingandcommoditizing”thattheactivitiesthathelpindividualsinbrandcommunities usingeffectivebrand,andenhanceothersmembersusebrand,relatedto“themember’stendencytohelpothermemberswithnewer,improvedandenhancedwaystousethefocalbrand”(Schauetal.,2009).Furthermore,researchersdeterminethatinterpersonaltiesinagroupareenhancedandthewillingnesstoshareinformationandresourceswithothermembersisincreasedbysharedconsciousness,toprovideassistantandtocommittogoalsidentifiedbythegroup(Walther,1996;

Wellman,1999).Thereisthereforesignificantincreaseinbrandrelationshipqualityin onlinebrandcommunity.

customerrelationshipsincethemetaphorofbrandrelationshipisoriginated frominterpersonalrelationship(BreivikandThorbjornsen,2008).Them e an i n g s customersobtainwhentheyparticipateinbrandrelationshipsarefunctionandutilitarianism;othersaremorepsychologicalandemotional(Fournier,S.,1998).According toFournier(1994,1998a),brandrelationshipqualityisahugeconceptincludingseveralrelationshipelementssuchas“affectiveandsocio-

motiveattachments (e.g.,love/passion,self-connection,nostalgia,etc.)”

Consumerhope

Intermsofhope,itisoneofthekeycognitionthat“involvebothwill(motivation)andway(actionplans)componentsinexplainingcustomers’onlinepurchaseandrepurchasebehaviors”(Snyderetal,1991),“focusonparticipants’levelsofhopefor

successfulperformanceofaparticulartaskorgoal”(Snyder,2000).Therelationshipofhopeandcustomerchoiceshavededicatedinsomeresearchers(PoelsandDewitte,2008;Kimetal.,2012).Othershaveidentifiedthereisapositiverelationshipofhopewithadvertisingandproductevaluation,choice(MacinnisandDeMello,2005;PoelsandDewitte,2008).Whenandhowcustomers’perceptionsarerespondedbyconsumerhope’spsychological,andconvertedtoamorespecificrelationship(fromacustomerpointofview)andperformanceoutcomes(fromabrandpointofview)bothforcustomersandthebrand(SyedMuhammadFazal-e-

Hasan;HormozAhmadi;GaryMortimer;MartinGrimmer;LouiseKelly,2018).Therefore,itcanbesaidthatco nsu me r hopeiscomprehendedasconsumerbeliefingainingmanybenefitsfromb ra n d communityandqualityproducts

BrandrelationshipqualityandConsumerhope

Previousresearchsuggeststhatthepositiveinfluenceofcustomers’perceptionsofab rand 's valueontheirmotivatinglevelandbehaviortowardsthepurchaseofthebrand(Bowlby,1977;Bretherton,1985;FeeneyandNoller,1990),givingtothatwhencustomershavesignificantbrandrelationshipquality,theywillbemotivatedbytheirconsumerhopeforpurchaseintention.Moreover,thebrandvalueco-

creationthrough“theinteractivity,reliability,usability,contentqualityandthesecurityoftheonlineb r a n d ' s platform”maybesupportivedramaticallyforonlinepurchasew h e r e themost

d ig i tal productwithoutphysicallyones,perceptionofbrandvalue(quality)maybeb u il t (ChangandChen,2009).Likewise,“customerperceivedbrandvaluecontributesintermsofpromotingthephysicalandpsychologicalwell-beingofacustomer–

whichinturnimprovestheirlevelsofmotivation(will)andthenumberofalternatives(way)theyundertaketoattaintheirpurchase-

relatedgoals”(FeeneyandNoller,1990;Goldberg,MuirandKerr,2013).Therefore,whencustomersgainmanybenefitsfromo n l in e brandcommunitywithbrandrelationshipqualityenhancedbyeverymembersoftheonlinecommunityhelpthempaymoreattentionaswellasattaintconsumerhopeinnearfuture,theyarelikelytoexperiencehopeforcontinuingpositiverel at io nshi

Consumerhopeandqualityoflife

Theresearchonthepsychologyofhopehasdemonstratedthat“hoperequiresindividuals toemploysuccessfulagency(i.e.,goaldirectedenergy)andpathways(i.e.,p l a n s tomeetthegoals)”(Snyderetal.,1991;Rego,Sousa,MarquesandCunha,20 14 ).Anotherresearchstatesthathelpsindividualsachievegoals,createpowerfor

promotioninthelife(Snyderetal.,1991).Furthermore,aspresentedintheabovepartofconsumerhope,itisavailableforpositiverelationshipofhopeandcustomerchoices(PoelsandDewitte,2008;Kimetal.,2012)aswellasadvertisingandproductevaluationandchoiceoutcomes(MacinnisandDeMello,2005;PoelsandDewitte,2008).Accordingtosocialexchangetheory,customerswillfeelobligatedtor ecip rocat e andcommittoarelationshipwhentheybenefitfromothers.Whentherelationship commitmentisstrong,theytendtotrusttheorganizationandfeelmoresatisfiedwithwhattheorganizationhaspromised.Becauseconsumerhopemayberelatedtooptimism,belief,motivationhelpmembersobtaininterestedvalueaswell

asbenefitsatisfactionfromonbrandcommunity,itcanbereinforcequalityoflife.T h u s ,

H6:Consumerhopeinbrandcommunityrelatedpositivelytoqualityoflife.

Figure1:P r o p o s e d researchModel

Methodology

DesignandSample

Toexaminetheproposedresearchmodelaswellasexplaintheeffectofvaluecreatepracticesinbrandcommunityonqualityoflife,asurveywasimplementedforinterested brandcommunitiesinVietNam.However,inordertoimproverespondent’squalitya n d customers’focusontheirchoiceofbrands,theresearchwasdesignedascreeningquestionwastoexcluderespondentshavingnoteverfollowedanybrandcommunity,andamultiplechoiceforthemostusuallyfollowedbrandcommunity

Firstofall,qualitativeresearchwerecarriedoutin-depthinterviewsonone-to-onebasicwithfifteenrespondentsforensuringthatwereapplicableforVietNamcontexti n spiteoftheavailablementionofmeasuresintheliterature,leadingtouncoverunderlyingmotivation,prejudices,andattitudesofrespondentsaswellasallowmorei n -

d ep t h probingofanissuethatisraisedformoreinformation.Nextstepwasquantitativeresearch,thisstudywasusedkeymethodthatwasonlinesurveydesignedinGoogleformtoaccessrespondentsviae-

mailoranindividualmessagebysocialnetworkwithintroducingtheobjectivesofthestudyandanembeddedlinktothesurvey

Theresearchwasdesignedforthesamplesizeabout250respondentsinonlinebrandcommunitiessuchasApplebrandcommunityforIphonefans,Channelbrandcommunity forperfumefans,38DegreeflowersbrandcommunityforflowerfanandS a m S u n g brandcommunityforthefansofGalaxylines.Thesuitablereasonfor

choosingthosewastheresultsofthequalitativeresearchshowedthatmostmembershadresponsesaboutthepopularityofthemasthemostusuallyfollowedbrandcommunities.Then,thedatawascleanedandremained239usableones.Inparticularly,thedetailinfographicwasshowedinthefollowingtable.

Themultipleitem-scaleswereusesforconstructmeasurement.Specifically,socialn e t w o r k i n g , communityengagement,impressionmanagement,brandusewerer e sp ect i v e l y measuredby6items,7items,6items,7itemsborrowedfromHabibi,LarocheandRichard(2016).Brandrelationshipqualitywasmeasuredby3itemsborrowedfromAlgesheimer,DholakiaandHerrmann(2005).Consumerhopewasm easu r ed by3itemsborrowedfromElliotandMurayama(2008).Qualityoflifewasmeasuredby3itemsborrowedfromPeterson,EkiciandHunt(2010).ThedatawasgatheredandanalyzedbySPSS16.0softwareandAmos20toexaminetheresearchh yp o t h eses Then,thedataanalysisincluded:(1)descriptivestatistics,

(2)reliability,v a l i d i t y andcorrelationanalysis,

(3)regressionanalysis,and(4)analysisofvariance.I n

addition,seven-pointlikert-typescale,anchoredby1(stronglydisagree)and7( st rong ly agree)wasusedforallitemsinthisstudy.Otherwise,independentvariablesaresocialnetworkpractices,communityengagementpractices,impressionmanagementpracticesandbrandusepractices,andmediatorsisb r a n drelationshipquality,consumerhope,anddependentvariableisqualityoflife

Dataanalysisandresults

Testingthemeasurementmodel

Scalereliabilityandfactoranalysis:Thefirststepofreliabilityandfactoranalysisw a s cronbach’salphaanalysisbySPSS16softwarewiththeproposedvaluesof0.6

(Cronbach,1970)foreachconstruct.Particularly,alltheCronbach’alphavalueofthef a c t o r sexceedsproposedvaluesinthefollowingtable

Then,confirmatoryfactoranalysiswasimplementedbyAmos20softwareinordertom e a s u r emodelfit.ThefinalCFAmodelreceivedanacceptablefittothedatawiththeresultsexceedproposedvaluesbecauseofChi-square/df=1.341(<3);p-value

=.000(<0.05);GFI=.900(<0.9);CFI=.949(<0.9);TLI=.940(<0.9)andRMSEA

=.038(<0.05)(Bentler,1990)

Thescalecompositereliability(CR)andAVEwerecalculatedintheTable4.Inparticularly,reliabilityestimateoffactorswerehigher0.7demonstratinggoodreliability,othersbetween0.6and0.7maybeacceptable,thispointedoutexistenceofinternal consistencyandthesamelatentconstructwasrepresentedconsistentlybyallth emeasures(Hair,Black,Babin,&Anderson,2010).NextstepwascomparingAVEv al u e foranytwoconstructwiththesquareoftheircorrelationestimate,thisproposedthatthesquaredcorrelationestimateshouldbesmallerthanAVEvalueforgoodprovesofdiscriminantvalidity(Hair,Black,Babin,&Anderson,2010).Obviously,a l l AVEvalueintable4werehigherthanallthesquaredcorrelationestimatesintable5,thisexplainedtheindividualmeasureditemswererepresentedbyonlyonetalentconstruct

Standardized CFA Loadings

.691

.801 404 672

.601 684 580 572 902

.870 692 823

.764

.771 533 848

.702 623

.723 396 626

.699 608 579 789

.725 471 655

.600

.676 417 727

.692 492

.627 364 637

.473 680

Seminalexperienceswiththebrandarehighlyvaluedinthebrandcommunit y

Estimate Estimate^2

Impression_Management < > Quality_Of_Life 0.269 0.072 Impression_Management < > Consumer_Hope 0.239 0.057 Impression_Management < > Brand_Use 0.579 0.335 Impression_Management < > Brand_Relationship_Quality 0.449 0.202 Impression_Management < > Social_Network 0.396 0.157 Impression_Management < > Community_Engagement 0.444 0.197 Quality_Of_Life < > Consumer_Hope 0.376 0.141 Quality_Of_Life < > Brand_Use 0.097 0.009 Quality_Of_Life < > Brand_Relationship_Quality 0.157 0.025 Quality_Of_Life < > Social_Network 0.201 0.040 Quality_Of_Life < > Community_Engagement 0.085 0.007 Consumer_Hope < > Brand_Use 0.214 0.046 Consumer_Hope < > Brand_Relationship_Quality 0.373 0.139 Consumer_Hope < > Social_Network 0.126 0.016 Consumer_Hope < > Community_Engagement 0.113 0.013 Brand_Use < > Brand_Relationship_Quality 0.482 0.232 Brand_Use < > Social_Network 0.38 0.144 Brand_Use < > Community_Engagement 0.487 0.237 Brand_Relationship_Quality < > Social_Network 0.345 0.119 Brand_Relationship_Quality < > Community_Engagement 0.336 0.113 Social_Network < > Community_Engagement 0.546 0.298

ThisstepwasmeasuredbyAmos20software.Thestructuralequationmodellingr e s u l t s indicatedthatthetheoreticalmodelhadagoodfittothedatathankstoChi-square/

df=1.339(<3),p-value=0.000(<0.05),CFI=0.948(>0.9),TLI=0.940(>

0.9),andRMSEA=0.038(<0.05)

(Bentler,1990).However,therewastwohypotheses H1andH2wereunsupportedbecauseofthep-

valueofbothwerelowerthanproposedvalue(0.05).Theremainedonesweresupportedwithp-value<0.05.Table6:RegressionWeightsinSEManalysis

Estimate S.E C.R P

Brand_Relationship_Quality < -H3 Impression_Management 181 086 2.097 036 Accepted

Brand_Relationship_Quality < -H4 Brand_Use 249 102 2.452 014 Accepted

Brand_Relationship_Quality < -H1 Social_Network 104 084 1.229 219 Rejected

Brand_Relationship_Quality < -H2 Community_Engagement 015 114 129 897 Rejected

Consumer_Hope < -H5 Brand_Relationship_Quality 494 108 4.562 *** Accepted

Quality_of_Life < -H6 Consumer_Hope 436 089 4.918 *** Accepted

HypothesisH1,H2,H3,H4presentedtheeffectsofvalueco-creationpracticesinthebrand communityonbrandrelationshipqualitybasedonsocialmedia.Specially,theeffect sofsocialnetworkandcommunityengagementonbrandrelationshipquality( H1 andH2)areunsupportedwithp-valueof.219and.897respectively( > 0 0 5 )

(Bentler,1990).Ontheotherhand,theeffectsofimpressionmanagementandbranduse(H3andH4)onbrandrelationshipqualityaresignificantandsupportedbecausethebothhadp-

valueof.036and.014respectively(Bentler,1990).Asrespected,

brandrelationshipqualityhadsignificantlypositiveinfluencesonconsumerhope(H5)

andconsumerhopehadalsosignificantlypositiveinfluencesonqualityoflife(H6)with valuesof0.00(Bentler,1990).

bothp-Discussandimplications

AccordingtotheoutputresultsofSEMmodel,itcanbesaidthattheexistenceofrelationshipbetweentwoelementsofvalueco-

creationpracticesinonlinebrandcommunityincludingimpressionmanagement,branduseandbrandrelationshipqu ality aswellasthepresenceoftherelationshipinseriesfrombrandrelationshipqualitytoconsumerhopeandthenqualityoflife.Specifically,brandrelationshipq uali t

y hasremarkableinfluenceonconsumerhopeandthenconsumerhopehasessent ial effectonqualityoflife

Contrarytoexpectations,theeffectofsocialnetworkingandcommunityengagemento n brandrelationshipquality(H1)isnotsignificant.Inordertodiscoversomepossibleexplanationsforthisfinding,aqualitativeresearchwasconductedwithconsumerswhoareusingpopularbrandssuchasApplebrandcommunityforIphonefans,Channelbrandcommunityforperfumefans,38Degreeflowersbrandcommun ity forflowerfansandSamSungbrandcommunityforthefansofGalaxyl i n e s Inparticular,theselectionforintervieweeswasimplementedwithrepresentativesofeachabovebrandcommunities,theyactuallydesire,interestedinthetheirbrandsomuchaswellasfollowtheirbrandcommunityregularmost.Thequalitative researchfoundtheinsightsoft h e i r opinionwiththedetailquestion“Whatisyouropinionabouttheenhancinginfluenceofthefollowingfactorsonbrandrelationshipquality?”

Respondents

Themostusuallyf ollowedbrandco mmunity

Socialne tworking Community engagement management Impression Branduse

NotsurebecauseIse ethatsocialnetwork hasmanyadvertisin gposts.

No,Ihave engagingwithcommun itybutnotshowmypers onality.

Yes,Iaminterestedint h

e feature scentthatIchoose,scents howmypersonality.

Yes,Iconsideritasanecessa rypartner,Iuseiteverydayan dChannelhasbeenb y me for3years.

No,becauseIamo n social

networki n ordertoc hat myfriendsthere.

Notsure,I seethatme mberssharetheirexpe riencesaboutbrandb utIfollowregularlyto updaten e w markettr ends.

Yes,mypersonalityisp a

y moreattentionaboutte chnologysot h a t Ialway slikeshareeveryaboutun iquetechnologyofGalax ylines.

Sure,Iusethissmartphoneevery day

soIawaytakecareabouteffectiv euseandl o a d i n g favourapps.

(how long:1-3years)

No,becausethepostsi nsocialnetworkmay notbetrue.

Maybeno,Iengagether einordertoreadnewsan dlovelyflowerstories.

Yes,Ilove flowersanddreamlikebe auty.Iwanttobesimilarw ithpetal:beautiful,delica te,bright.

Yes,Icollect flowerseveryweek

WhenIsad,lookingatfavourflo wersmakes

mem o r e positiveandenjoymy life.

Respondent4

(Gender:Male;Age:32;Education:B

achelor;Income:20-3 0 million)

Applebrandcommunityfor Iphone fans

(how long:3-5years)

No,becauseIdonot believeinsocialnet work,Ideemitisavir tualworldforfunny activities.

Nottoomuch,Ialmost readnewsa n d share newIphoneproducts.

Maybeyes,Iseemember sshareuniquefeatures:s mart,creative,dynamic, lively,individuality.M y personalityissimilarlike that.

Maybeyes, This smartphones t a n d s bymeevery where,everytime.Ithelpsmylife becomeeasilyandconvenient.S

o Ipaymoreattentionabouteffect iveuse,especially,smarta p p s o nAppleappsstore.

26

Ingeneral,itcanbeseeninaboveresponsesthattherearesomequitesuitablereasonforexplanationofoutputSEMresults

Firstly,socialnetworkmaybeconsideredasaentertainmentspace,“virtualworld”forenjoyingwithfriends.Thereisnodenyingthatsocialnetworkmakeeveryonec l o s e r withremarkableinteraction,however,membersinonlinebrandcommunitydeemthatposttheremaynotbetrueorforadvertisingsothattheyrarelysharetheir

personality.A s anresults,socialnetworkhasnotimpactonbrandrelationshipquality.A n authorindicatesthatmanycommentsarenamelesslypublishedforonlinesales,alsoreducesthecredibilityofinformationinthebackgroundofsocialnetwork(Wellman,1997).Secondly,communityengagementhasn o effectwithbrandr e l a t i o n s h i p qualitybecausethatmembersinonlinebrandcommunitiesengagetheircommunityforfindingnewmarkettrends,technologyaswellasknowledge,butnoti nt erest ed indisplayingtheircharacteristics

Nevertheless,accordingtothetable6,membersinonlinebrandcommunitymaybecuriouslyaboutimpressionmanagementpracticesandbrandusepractices,andthebothisconsideredthathassignificantinfluencesonbrandrelationshipqualityowingto impressionmanagementandbrandusebringpleasuretothem.Specifically,theym a y haveconcentrationonuniquefeaturesofbrandtheypreferduetotheobservablesimilarity oft h e i r personalitysuchasbefavouritetechnology,scentanddelicate,lead ing toenhancebrandrelationshipquality.Additional,theymayalsoconcernb ran d asapartnerwhentheyuseiteverydayasitmaybedeemedastheirfriends,an

dm ak e theirlifebetterandenjoying

Forreality,severalimplicationshavearisenfromtheresultsofthisresearch.First,in d i v id u al sshouldawarethatbrandtheyareusingeverydayandonlinebrandco mmu n i ty theyarefollowingeverydayhaveremarkableeffectontheirqualityoflife.B e c a u s e thisisaprocessfromvalueco-

creationpracticesincludingimpressionmanagementandbrandusetobuildingcontinuouslythesimilarityofbrandfeaturesand theirpersonality,leadingtostimulateconsumerhopeandthenqualityoflife.Andbyextension,ifanyonehaveafeelingaboutaboringlifeandwanttoimprovetheirq u ali t y oflife,oneofaspectstheyshouldconsideristochangebrandstheyareusing

aswellasrevivevalueco-creationpracticesinfollowedbrandcommunities,thefollowedcommunityshouldberightonewiththeirpersonality,thesewillmaketheirl i f e becomemuchmoreinteresting.Second,intermsofb u s i n e s s cooperation,Cooperate SocialResponsibility(CSR)istakeninsubstantialconsiderationinrecentyearsbecauseoflargecostinordertobuildvalueforsocialandimprovequalityoflife.Nonetheless,buildingbrandcommunityw i t h thevalueco-

creationpracticesinbran d communities,businesseswillgainthepotentialconsequencesduetovastreach,lowcostandpopularityofsocialmedia,manybusinessesalmostblindlytaketheseadvantagestooptimizeCSRcost.ThefindingsofthestudyhelpCEOhavemoreinsightsintovalueco-co-

creationpracticesforsocialaswellassharehelpfulknowledge.Hence,thiscanbeaefficientsolutionfortheCSRproblemof

cooperationbybuildingharmoniousbrandcommunitybasedonsocialmedia

Actually,thisstudyhassomelimitationsthatcanbeindicatedforfutureinvestigation.Th e firstlimitationistochoosesomebrandcommunitiesforrespondingsurveystestedinthecontextofonlinesocialmedia,maynotberepresentativeofallonlinebrandcommunitiesdevelopedonthesocialmedia,thengeneralizingthefindingstootherbrandcommunities.Infact,itisnodoubtthatvalueco-

creationpracticesindifferent brandcommunitieswillnotleadtosimilarlevelsofbrandrelationshipqualityforallbrands,asaresult,itmaybeobtainslightlydifferentoutcomesfromthestudyresults.Therefore,thestudyadmitsthelimitationandsuggeststhatresearcherssh ou ld consideraeffectivesolutionforthisproblem.Inthiscase,itisnosurprisethatthehugesamplewillresultinmoreexactfindings

Thesecondlimitationismainlyconcentratedonthepositiveeffectofvalueco-co-creationpracticesonbrandrelationshipqualitya s wellastheinfluenceofbrandrelationshipqualityonconsumerhopeandqualityoflifewhereasthelackoftestthemoderatorofprofileofrespondentssuchasincomeandeducationaffectrelationshipb et w e e n consumerhopeandqualityoflife.Apossiblereasonthatincomeandeducation influenceconsumerhopeandqualityoflifebecausethoseachievinghighincomeandhighqualifiedwillbemorepositiveviewsaboutconsumerhopeandqualityoflife.T h e r e f o r e , researchersmayconsiderthemoderatorofincomeandeducation overtimetotrackthestudysubjects

Conclusion

Insummary,thepurposeofthispaperistoexamineaboutwhethervalueco-creationpracticesinonlinebrandcommunityaffectindirectlyqualityoflifebythemediatingo fbrandrelationshipqualityandconsumerhope,evidencesfromVietNam.Afterall,th ekeyisthatSEMresultspointattwoelementsincludingimpressionmanagementpracticesandbrandusepracticesinfluence

e c t t h a t c a n g i v e a n efficientsolutionforreducingtheCSRcostofcompanies