INTRODUCTION
PROBLEM STATEMENT
Companies are being pushed to develop novel approaches to marketing and business as a result of the shift toward a knowledge-based economy and the rapid expansion of information and communication technology (ICT) To speak more generally In particular, the growth of next-generation Internet technology, more popularly known as Web 3.0, the current explosion of Metaverse, and new technologies to enhance the customer experience all contribute to the fact that co-branding continues to play a significant role in the engagement of consumers In addition, because of the quick growth of Web 2.0-based community platforms like viral marketing and buzz marketing, which are both types of marketing This is because these users view online communities as important sources of information GlobalData report saying Vietnam’s e-commerce market has doubled over the past five years, with total online spending expanding from USD 3.9 billion in 2015 to USD 9.4 billion in 2019 In this scenario, internet marketers concentrate their efforts on their Direct Brand Communities, which are the classic form of brand communities brought into the modern era via the internet The use of social media, which has become an integral part of modern life, is radically altering the way in which customers connect with brands and businesses The fashion industry in Vietnam has witnessed remarkable growth, particularly in its developed state Research has emerged as a vital tool that drives the success of this dynamic industry, contributing to its sustainability and competitiveness in the global market The importance of research in the fashion industry in Vietnam is multifaceted, encompassing various aspects ranging from consumer preferences, market trends, and sustainable practices to collaborations, reputation building, and economic growth
One of the key reasons why research is crucial in the fashion industry in Vietnam is to understand and cater to consumer preferences As the fashion market evolves, consumer demands and preferences change rapidly Conducting research helps fashion businesses in Vietnam to gain insights into consumer behavior, lifestyle choices, and fashion preferences This information enables them to design and produce fashion products that align with the needs and desires of their target consumers, ultimately leading to increased sales and brand loyalty Market trends play a pivotal role in the fashion industry, and research is essential in identifying and analyzing these trends By keeping track of market trends, fashion businesses in Vietnam can anticipate changes in consumer preferences, fashion cycles, and industry dynamics This knowledge helps them make informed decisions about product development, pricing, marketing strategies, and inventory management (ChartonVachet and Lombart, 2018) Research also helps in identifying emerging markets and expanding the reach of Vietnamese fashion brands internationally Furthermore, research helps fashion businesses stay updated with the latest technological advancements, materials, and production techniques, which can enhance their competitiveness and sustainability in the fast-paced fashion industry (Alireza et al., 2011) Sustainability has become a critical focus in the global fashion industry, and research plays a pivotal role in promoting sustainable practices in Vietnam's fashion industry Research also aids in understanding consumer attitudes towards sustainable fashion, enabling businesses to create marketing strategies that resonate with environmentally-conscious consumers and contribute to building a more sustainable fashion ecosystem in Vietnam Collaborations are another key aspect where research plays a significant role in Vietnam's fashion industry These collaborations not only promote the preservation of traditional craftsmanship and cultural heritage but also create value-added products that have a distinct identity and appeal to consumers (ChartonVachet and Lombart, 2018) Research also facilitates collaborations with international brands, designers, and industry stakeholders, which can lead to knowledge exchange, exposure to new markets, and increased opportunities for growth and recognition in the global fashion arena Building a reputation is critical for the success of any industry, and research plays a pivotal role in shaping the reputation of Vietnam's fashion industry Through research, fashion businesses can develop a deep understanding of the local fashion ecosystem, its strengths, weaknesses, and opportunities, which can be leveraged to build a positive reputation for Vietnamese fashion brands Research helps in understanding consumer perceptions, market positioning, and competitive advantage, which can be used to create brand stories and marketing campaigns that resonate with consumers and stakeholders alike A strong reputation enhances consumer trust, brand loyalty, and industry recognition, creating a positive image of Vietnam's fashion industry on a global scale The economic impact of the fashion industry cannot be overlooked, and research contributes significantly to the economic growth of Vietnam's fashion industry Research helps in identifying export markets, understanding trade regulations, and exploring business opportunities, which can lead to increased exports and economic growth It also aids in identifying the strengths and weaknesses of the local fashion The growth of online brand communities has resulted in a significant increase in the value that can be provided to businesses This is due to the fact that these communities make it possible for brands to get closer to the customers who use their products, which in turn increases the brands' competitiveness and purchase intent Online brand communities (OBCs) have developed to enable more users to communicate with one another and create a shared virtual environment Every fashion brand has a following of consumers who express their social identity through fashion and offer style advice through a network of fashion or brand followers (Ramaswamy and Ozcan, 2016) This is especially true in the fashion industry, which is vulnerable to consumer individualism Given the importance of social connections centered around fashion brands, social influence plays a vital role in maintaining loyalty inside OBCs According to research, many brands' digital marketing strategies include online brand communities as a key component These communities provide a space in which brands may interact with their target audiences, raise brand awareness, and increase sales Online brand communities have a beneficial impact on brand loyalty and purchase intent (Coelho, Bairrada, and Peres, 2019) Because of the sense of belonging and trust that can be fostered among consumers through the use of these communities, consumers are more likely to remain committed to a given brand and make subsequent purchases Little fashion firms can also profit from online brand communities, which are not just for huge fashion brands Due to the intense competition in the fashion business, it can be difficult for smaller fashion brands to establish themselves in the market OBCs have the potential to assist these brands in connecting with their target audience, developing a loyal fan base, and increasing the visibility of their brand According to the findings of a study conducted by Helal et al., 2018, OBCs provide small fashion brands with a platform that enables them to build a customer base that is loyal to their brand, boost brand recognition, and drive sales Consumer loyalty to OBCs is also significantly influenced by social influence Opinions and suggestions made by other people in the community have a significant impact on the purchasing decisions made by customers in OBCs (A Chen et al., 2013) Members of OBCs are more likely to trust the advice and opinions of their peers than they are to believe traditional advertising As a consequence of this, the power of social influence is an important factor in the process of preserving loyalty within OBCs According to the findings of a study (Pongsakornrungsilp and Schroeder, 2015), social influence has a beneficial impact on the level of brand loyalty that is experienced by OBCs To summarize, the incorporation of an online brand community into a company's digital marketing plan has rapidly become a vital component for many brands in the fashion industry These communities offer a channel for brands to interact with their customers, raise brand awareness, and boost sales The power of social influence is an essential component in the process of preserving loyalty within these societies Establishing a loyal following, increasing brand visibility, and driving sales are all possible outcomes for brands that do a good job of utilizing the potential of online brand communities
It is especially important in Vietnam, where the domestic fashion sector is expanding at a rapid rate, to do research on fashion brand communities in order to gain a knowledge of the behavior of customers in relation to fashion brands There has been a significant amount of development seen in the fashion business in Vietnam over the course of the last three years, as indicated by market research studies obtained from reliable sources Research conducted by ecommercedb indicates that the amount of money that will be transacted on the internet in the Vietnamese fashion industry will amount to $2,363.9 million by the year 2023 This represents 17.7% of the entire market for eCommerce in Vietnam It is anticipated that it will go up during the coming years It is anticipated that the compound yearly growth rate will be 12.1% over the course of the following four years (CAGR 2023-2027) According to a GlobalData survey, cash is still the most preferred payment mode, making up 35.6 percent of e-commerce purchases Alternative payment solutions are gradually gaining ground, accounting for 15.5 percent MoMo is the most preferred alternative payment in Vietnam, followed by PayPal This expansion is being driven mostly by a rise in the average disposable income of Vietnamese consumers as well as a shift in their preferences about fashion Competition in the industry is becoming more severe as more local fashion brands develop in Vietnam Because of this, it is essential for firms to separate themselves from one another and establish strong relationships with their respective consumer bases Research on communities centered on fashion brands can offer extremely useful insights into the elements that drive the behavior of customers, such as their tastes, values, and attitudes Additionally, it can assist fashion firms in determining the impact that social influence has in molding the behavior of customers toward fashion brands Fashion companies may devise tactics to engage customers, build communities around their brands, and encourage brand loyalty if they first understand the behavior of their customers
In addition, doing research on communities centered on fashion brands can assist firms in better comprehending the significance of customer engagement and loyalty in the Vietnamese market Social networks, peer groups, and family members all have a significant role in the purchasing decisions of Vietnamese consumers As a result, establishing robust online communities for a brand can result in improved levels of customer participation and loyalty, which, in turn, can result in additional sales and favorable word-of-mouth referrals In conclusion, conducting research on fashion brand communities is really necessary in order to comprehend the behavior of consumers in Vietnam in relation to fashion brands Businesses are able to obtain a more in-depth understanding of their customers, develop efficient marketing strategies, and construct robust brand communities with the assistance of reputable research and dependable data sources This helps businesses cultivate the loyalty of their customers
In the research that was done on consumer behavior in relation to virtual brand communities, they also incorporated community identity as an important contextual element (Nambisan & Baron, 2007) The impacts of a regulatory focus have a tendency to be exacerbated when individuals' promotion and prevention priorities are aligned with situational traits known as regulatory fitness (Higgins, 2000) In addition, past studies have demonstrated that community identification can act as a powerful contextual factor in studies concerning virtual communities (Nambisan & Baron, 2007) As a result, we estimate that customers who have a stronger promotional focus are more likely to show a desire for online self-presentation at higher levels of community identification than customers who have a weaker promotional focus This is due to the fact that individuals who have a stronger promotional focus may achieve a better fit with higher levels of community identification (Nambisan & Baron, 2007) In a word, we anticipate that community identification will act as a moderator in the connection between regulatory concerns and the need for online self-expression Furthermore, Munnukka, Uusitalo, and Toivonen (2016) discovered that the legitimacy of peer endorsers is dependent on factors such as resemblance, knowledge, trustworthiness, and attractiveness, all of which are factors that contribute to favorable advertising and brand reviews Although earlier research has found that customers rely on the interactivity of social media brand pages (Carlson et al., 2018), customer engagement (Carlson et al., 2019a), social interaction (Zhang et al., 2017), and the content quality of user-generated content (UGCs), this study found that customers rely on the interactivity of social media brand pages (Mohammad et al., 2020) Kim and Ko (2012) investigate the success of luxury fashion firms using social media activities, such as engagement or word of mouth, to assure encouraging client intent The findings indicate that the two criteria are related to one another in a parallel fashion, as increased use of social media led to favorable purchase intentions as well as total consumer value in connection to the consumption of luxury fashion brands
From a managerial point of view, we feel that it is essential to establish effective online brand communities that have an impact on the level of client involvement The primary objective of the study is to investigate the local brand that originates from Vietnam as well as the brand communities that exist there The contact between brand and customer has moved beyond the moment of sale to become a continuing engagement in a virtual communication world (Edelman, 2010; Fromm & Garton, 2013) This is something that the millennial generation has grown up with There is a lot of literature that discusses the implementation of social media marketing practices Despite this, the research that is currently available does not take into account the participation of millennials in social media brand communities that are associated with the fashion industry The purpose of this research is to contribute new knowledge to the body of literature concerning the effect that brand communities on social media have on consumer involvement
The remainder of the paper is organized as follows: Section 2 provides the theoretical framework and hypothesized model of the study Section 3 discusses the research methodology with respect to the sample, measures, and data analysis approach Section
4 presents the empirical results Section 5 discusses the results and their implications Section 6 discusses the limitations of this study and presents future research directions.
RESEARCH OBJECTIVES
The following are the primary research objectives:
• Evaluate the influences of the customer's benefits (including learning benefits, social integration benefits, personal integration benefits, and hedonistic benefits) on customer brand identification and on customer participation
• Evaluate the influences of the peer endorser credibility (including peer endorser trustworthiness, expertise, and attractiveness) on customer brand identification
• Evaluate the influences of customer brand identification on customer participation, and then on customer behaviors of electronic word-of-mouth and customer brand loyalty
• Provide relevant recommendations for administrators of online brand communities in order to entice a large number of customers to participate in the community and reap its benefits
Vietnam fashion industry online brand communities are the context for this study.
RESEARCH SCOPE
Participation in the brand community by community members with the prefixes of social support, brand community satisfaction, brand community identity, and self-efficacy, and the suffixes of word-of-mouth and brand loyalty
Social Media links Number of Members
1 5THEWay https://www.facebook.com/groups/2570299506448/ 7.300
2 BadHabits https://www.facebook.com/groups/4256112650601/ 151.000
3 ClownZ https://www.facebook.com/groups/clownzgroups/ 485.400
4 DEGREYS https://www.facebook.com/groups/141720129853348/ 9.800
5 Numbers https://www.facebook.com/groups/numbersvn/ 3.500
6 SSStutter https://www.facebook.com/groups/5256422613211/ 55.700
Collectors https://www.facebook.com/groups/CollectorsVN/ 19.700
8 ZuneZX https://www.facebook.com/groups/Zune.ZX/ 32.700
PRACTICAL MEANING
The study contributes to the expansion of the scientific literature in the field of fashion regarding the relationship between the behavior of brand community members and the prefixes of customer benefits based on interaction, endorser trust, customer brand identity, and the suffixes of positive word of mouth and brand loyalty
In a practical sense, the research findings can serve as a guide for individuals and businesses seeking to develop a strong brand community From there, managers will have tactics to get customers to join their brand's community, so enhancing brand coverage and business performance and allowing enterprises to continue to expand Grow and establish yourself in the market.
RESEARCH CONTENT
Overview of the research topic The purpose of the issue, research aims, research scope and objects, research significance, and research layout are all presented in this chapter.
LITERATURE REVIEW AND PROPOSED RESEARCH
THEORETICAL CONCEPTS
In recent years, there has been a rise in the amount of attention paid to an intriguing and complicated phenomenon known as online brand communities In the online world, these groups of people are known as communities, and they are classified as specialized, non- geographic groups of people that share social links and have a deep appreciation for a specific brand (Jang et al., 2008, p 57) This definition expands upon the commonly accepted definition of brand communities developed by Muniz and O'Guinn (2001) by adding the online component, which underscores the fact that online brand communities are merely virtual manifestations of brand communities This definition was developed by Muniz and O'Guinn (2001)
It is essential to keep in mind that although though physical and online brand communities have some things in common, each type of community also possesses its own individual qualities that set it apart from the others According to the findings of this study (Muniz and O'Guinn, 2001), brand communities are distinguishable from subcultures and tribes on account of their greater stability and endurance, mainstream appeal, and concentration on the brand itself In specifically, the focus of this research is on brand-centric communities, which are groups of individuals that have been loyal to a specific brand from the very beginning (Wirtz et al., 2013) Members of an online brand community are typically dedicated customers who have had extended contacts with the brand over the course of time This leads to the formation of strong bonds not just between the brand and its customers but also among brand customers This can lead to value co-creation, which is when members of the community actively participate to the expansion and achievement of a brand (Ramaswamy and Ozcan, 2016)
Creating communities for a brand is not exclusive to the realm of the internet, though Developing and maintaining brand communities can also be accomplished through the use of offline and social media platforms (Brogi, 2014; Martinez-López et al., 2016) The fact that online brand communities are supported by a technology platform that eliminates the need for the community to be constrained by geographic limits is one of the most significant advantages of these communities Because of this, it is now much simpler for brand communities to go from offline to online platforms, and vice versa Additionally, it is possible for offline and online brand communities to work together in order to maintain and strengthen the relationships that exist between the brand and its customers
It is essential to make use of the one-of-a-kind characteristics of online communities if one wishes to maintain the engagement and entertainment levels of online brand communities This can be accomplished through establishing a digital community that allows for the free flow of information and communication, as well as the building of cultural standards (Rosenthal & Brito, 2017) Additionally, the presence of famous people as members of the community might boost the amount of social interactions and engagement (Rosenthal & Brito, 2017) It is also essential to acknowledge the potential of the internet environment, which has the ability to dismantle the conventional borders that exist across brand communities and modify their culture through the use of new media and new venues (Bertilsson & Tarnovskaya, 2017) It is crucial for companies that want to create strong and long-lasting relationships with their customers to have a solid understanding of the subtleties of online brand communities as well as the potential for growth and co-creation that those communities hold
The idea of a source's perceived credibility having an effect on a consumer's actions is the driving force behind the source credibility theory, which is a basic concept in the study of marketing and consumer behavior According to this line of thinking, the perceived level of knowledge, reliability, and desirability of a source can have a considerable impact on the efficiency with which a message is received The usefulness of this theory in forecasting consumer behavior has been validated in a number of research, and the findings reveal, time and time again, that a reputable source has a higher impact on customer behavior
A study that was carried out not too long ago by Choi and Rifon (2016) indicated that customers' perceptions of an endorser's credibility had a favorable affect on their sentiments toward the brand as well as their inclinations to make a purchase According to the findings of this study, selecting endorsers who are seen as credible by customers is extremely important for the success of a marketing campaign because of the enormous impact that this factor can have In a similar vein, Phua and Jin (2017) discovered that customers place a greater amount of weight on online reviews when the opinions come from sources that the consumers consider as being more reliable, such as experts or peers According to these findings, marketers should make establishing trust with their target audience a top priority if they want their marketing efforts to be successful in reaching their target demographic
In a separate piece of research, Liang, Li, and Huang (2018) investigated the influence that the trustworthiness of advertising spokespersons has on consumers' views and intentions about the purchase of luxury brands According to the findings of this research, consumers' opinions of the credibility of a spokesperson have been shown to have a favorable influence on both their attitudes about luxury products and their intentions to make purchases of those brands This study highlights the significance of establishing trust with customers, as it can have a major influence on their propensity to connect with a business and make purchases as a result of that engagement
In general, the results of these research offer compelling support for the applicability and viability of the source credibility hypothesis in the context of the prediction of consumer behavior When establishing marketing strategies, it is crucial for marketers to take into account the perceived credibility of a source, as this can have a substantial impact on the success of their efforts The likelihood of a marketer's marketing efforts being successful can be increased if they make establishing trust and credibility with their target audience a priority in their work
"The extent to which the customer participates in the production and provision of services," is how the concept of "customer participation in the community" is typically phrased (Dabholkar 1990, p 484) Extending this framework, Meuter and Bitner (1998) differentiate three types of service production based on customer participation in the community These are corporate production, joint production, and customer production Customer production is the third category Corporate manufacturing refers to the process by which a product is created exclusively by the firm and its employees, with no participation from the community in which the client resides The term "joint production" refers to a scenario in which both the company's clients and the client themselves engage with one another and take part in the manufacturing process Customer manufacturing is a scenario in which the customer is solely responsible for the production of the product, with neither the corporation nor any of its workers playing any part in the process The goal of this essay is to gain an understanding of how the psychological reaction of a consumer can vary depending on whether or not they are engaged in production (corporate production), as opposed to whether or not they are engaged in production (general production) Because of this, we do not take into account customer production and self-service technology (Meuter et al 2000), and when we talk about participation, we mean working together to produce results and fruit fruit
Although there are still various ways to express this notion (Dong & Sivakumar, 2017), there is a widespread consensus on what its substance is, which is the extent to which the customer invests himself in one or all of them This content can be made obvious phases of the service process, beginning with customer inquiry and continuing through design, production, and final delivery (Etgar, 2008; Mustak et al., 2016) In conclusion, the concept of customer engagement is prioritized in this article for two primary reasons: first, it is the most common in the literature and has a scope to include processes related to the company, business, or business industry and customers (Dong et al., 2015), and second, it is also a more inclusive term than copying or collaborating, without any constraints on cooperation or collaboration with the parties other related (hence the 'co' prefix) (e.g Auhet al., 2019) As a result, the term "customer participation in the community" will be interpreted in this article to mean the participation of the customer's community in the process of providing service in general by expending physical, mental, and virtual resources (such as Dong & Sivakumar, 2017) and other similar studies are analyzed using the concept of "the amount of participation required by a customer to participate in a specific activity or service." (Good, 1990, p 4 ) According to this interpretation, the customer's participation in the community here can accommodate a wide range of customer behaviors, roles, and resources at any given point during the provision of the service (Dong & Sivakumar, 2017) A variety of resources, such as private, public, and market-facing resources, are utilized in customer engagement (e.g., Vargo & Lusch, 2016) More specifically, customer engagement utilizes resources such as time, effort, information, knowledge, and other social and cultural resources (e.g Arnould et al., 2015) In terms of roles, the involvement of a customer in the community suggests that a client can take on a variety of positions, such as a part-time employee (Mills & Morris, 1986), a customer (payer), a consumer, a supplier of capacity or quality control (Payne et al., 2008), a co-creator, an actor (Vargo & Lusch, 2016), or, more generally, from a passive audience to active players Some of these (Prahalad & Ramaswamy, 2000) When it comes to actions, a customer's involvement in the community can comprise a wide range of activities, such as the customer's communication, interpretation, evaluation, and usage of the product or service within the social structure in which he or she functions Self-service can also be included in this category belonging (Ranjan & Read, 2016) or particulars, including technical specifications, design, production, delivery, information provision, knowledge exchange, or quality assurance in the translation blueprint service (Dong & Sivakumar, 2017) It is important to highlight that the characteristics of these activities, which are frequently referred to as interfacial actions) and indirect types of interactions (Gronroos
2.1.4 Peer-Endorser Credibility on Social Media
Customers and businesses alike have the ability to produce content that may be shared on social networks (Xiang and Gretzel, 2010) Customer-generated content is the consequence of different motives of individuals (such as sociability, amusement, status seeking, social and informational as well as other social and hedonistic elements), whereas company-generated content is an attempt to engage customers (Park et al., 2009; Parra- Lopez et al., 2011) Although the customer-generated content that is published on social media is put through its paces in terms of its general structure within the context of user-generated content, this type of testing can also result in the elimination of components that are vital to the company It is feasible that the various contents will result in a variety of distinct impacts As a result, it is essential to conduct an in-depth analysis of the information provided by the customers
Currently, businesses are encouraging their customers to produce content for their official websites and social media platforms by holding a variety of contests and offering a variety of prizes When seen through the lens of the idea of customer engagement, which is found in the body of academic research on consumer behavior, information, reviews, and other content produced by third parties on social media platforms can be interpreted as examples of participatory behavior (Bonner, 2010) As a result, these kinds of conduct are examples of sharing by participants, despite the fact that there is also sharing of content by nonparticipants Content that is shared without participation is content that is not affiliated with the organization in question and that an individual uploads directly on their own account, profile, or the profile of a friend (Dedeoglu, 2016) For instance, a participant share is a piece of content that an individual creates using the social media tools provided by the organization or on a website that is not affiliated with the organization One of the possible motivations for the person is to provide information to others about various goods and services Opt-out sharing, on the other hand, refers to content that a user publishes about their experience within his or her own social media tools or with friends (such as microblogs or social networks) People like this are more likely to be motivated by things like seeking social approval, interacting with others, and expressing themselves creatively To get customers to share such information, though, businesses could need to offer them some sort of incentive— or, to put it another way, they might need to spend In contrast, the shares of nonparticipants may be driven more by the needs and motivations of customers than the percentages of participants may be (Kim and Jogaratnam, 2003), and organizations are scarcely responsible for bearing the expense of this phenomenon Consumers had the impression that the share of non-participants was passionate due to the fact that it was not formed with the intention of spreading information about the brand and the brand (or brand maker) was not featured in the discussion more ardently and earnestly, and hence acquire more significance (Brown and Hayes, 2008) On the other hand, we anticipate that consumer demands, preferences, motivations, and behavior will be driven in the same way by nonparticipant sharing as they are by participant sharing As a result, it is essential to have an understanding of the many kinds of elements that are of relevance to users for these different kinds of shared information
When it comes to the potential of content to influence consumer behavior, perceptions about the quality of the information or arguments presented, as well as the dependability of the source, play a vital role (Morosan and Fesenmaier, 2007) In point of fact, the detailed capabilities model (ELM) and the experience-based systems model both define the ability of these aspects to affect customers (HSM) By utilizing a dual process strategy, ELM and HSM provide an explanation for the persuasive power of communications ELM is an acronym that stands for "extended linear thinking," which describes the process through which an individual engages in more in-depth thought on a subject in order to determine the validity of arguments regarding that subject rather than evaluating all the alternatives on their own (Cacioppo and Petty, 1984) In ELM, the peripheral route may be represented by the source's dependability, while the center route may be represented by the information's quality (Petty and Cacioppo, 1986; Sussman and Siegal, 2003) The peripheral route is taken when the central value motive of a subject's personal attitude is low and the attitude is influenced mostly by basic cues in the persuasive environment This is the case when the peripheral route is pursued On the other hand, people take the central path when they are motivated and able to participate in a careful investigation of the central qualities of an attitude object This is the case when the central route is followed (Petty et al., 1987) In a similar manner, the heuristic system model suggests two distinct approaches to the processing of information (Rudolph, 2017) According to O'Keefe (2008), the system mode in ELM is analogous to the core route, whereas the heuristic mode is equivalent to the peripheral route In conclusion, people are able to be persuaded of the validity of the messages that are transmitted through a dual process approach and are likely to take these signals seriously For this reason, the perception of the message's source, as well as the perception of the veracity of the information that is transmitted through the communications, is of utmost importance for the substance of the message to be effective and compelling (Petty et al work, 1983; Shan, 2016; Sussman and Siegal, 2003) In point of fact, these two aspects, together with their significance in consumer attitudes, have been the subject of research in the published literature under the headings "quality of information/argument" and "reliability of the source." It has been put to the test
According to Eagly and Chaiken (1993), "argument quality" refers to the persuasiveness or strength of an argument that is intended to persuade The quality of the information is comparable to the quality of the argument; however, it is evaluated from a more comprehensive standpoint According to the research that has been conducted, information quality is defined as "the degree to which consumers perceive the informational content posted by a company on its brand page to be of high quality."
(Zhang et al , 2016 ) As a result, the perception of the quality of the information on a social network can be thought of as the result of the evaluation of any material provided by any user (consumer or company) on a social network based on metrics such as correctness, consistency, and completeness In this way, the quality of the information on a social network can be thought of as the perception of the quality of the information on a social network Nevertheless, evaluations of the quality of the material are frequently done in terms of the quality of the argument because the terms are frequently interchanged (Sussman and Siegal, 2003) Therefore, in this study, the quality of the information is evaluated using the argument quality items produced by Sussman and Siegal (2003), which are based on the previous research conducted by Bailey and Pearson (1983) When a user has a favorable impression of the quality of the content that is produced on a social network, this indicates that the user stands to gain something by viewing that content (Ahn et al., 2007) Therefore, individuals are more likely to value the material if they think the content to be valuable in some way
PREVIOUS RESEARCH
2.2.1 Model of customer benefits and participation in product support (Nambisan and Baron 2007)
The author of the study report that was done on Nambisan makes reference to something called the virtual online customer environment (VCE) This is a platform that offers a variety of services, such as online discussion forums, design tools, and prototyping centers, and it enables customers to participate in product design, testing, and support Companies in areas such as cars and information technology services are the ones that typically develop VCEs The author of the study places the most of his attention in VCE on how customers engage with product support These types of VCE interactions include consumers sharing product-related knowledge with peer customers as well as customers fixing issues that peer customers are having with their use of the product The author investigates the impact of taking part in VCE in terms of two fundamental characteristics, including cognitive and emotional impact For the cognitive component, the author places emphasis on beliefs concerning the advantages that customers anticipate gaining as a result of their engagement On the other hand, for the emotional component, we place emphasis on both the positive and the negative sentiments that are brought about by the encounter
The author begins by examining the influence that previous customer engagement experiences have had on the level of customer engagement they have with product support Our primary concept in this situation is that the interactive experience of a customer can be a source of value, and as a result, it can establish a foundation for continued engagement in product support by serving as a motivating factor for the consumer Second, interactions between customers in VCE can also produce immediate good and negative sentiments (changes in their emotional state), and these interactions can alter opinions that customers hold about their provider or the organization that is holding the VCE
Figure 2.1: Model of customer benefits and participation in product support (Nambisan and Baron 2007)
The customer benefit perspective is supported in a comprehensive and general manner by research that has been conducted regarding the influence of each of the four benefits on actual customer engagement It was revealed that the effect of trust was particularly potent in relation to two of those benefits, namely learning and enjoyment Second, the author presents a customer benefit framework that is both conceptually coherent and consistent, and which is capable of being easily adapted in a variety of additional scenarios involving the generation of customer value Third, by examining all four major benefit categories at the same time (rather than merely concentrating on one or two benefits, as was the case in earlier research), we were able to demonstrate that the advantages outweigh the disadvantages These distinct advantages each and individually influence the customer engagement behavior of the customer In conclusion, the results of our study shed light on the significance of non-theistic motivations, specifically the role that clearly articulated customer interests have in determining the nature of customer involvement and the value it produces
2.2.2 The antecedents and consequences of consumer participation
The author of the research report that Woisetchlager wrote in 2008 focused on a business that understood the potential of online brand communities The corporation bought the naming rights to one of the largest football stadiums in Germany and then built its own virtual community of brands on the Internet under the name "virtual football stadiums." This community was created specifically for the football enthusiasts in the area
In the research, the author elucidated the following three factors:
• Concept of variables that lead to the successful participation of customers in the brand community
• Investigation into the influence of consumer engagement on community loyalty, word of mouth, and the perception of the brand as a whole
• Investigate the factors that play a moderating role in the connection between consumer participation and the associated outcomes
Figure 2.2: The antecedents and consequences model of consumer participation (Woisetchlager 2008)
According to the findings of the study, when a firm sets up a community that is focused on the company, the members of the community who have similar characteristics should be brought together to form sub-communities in order to strengthen the members' sense of identity with the local residents This can be accomplished through the sending of automatic referrals from members to other members, based on the compatibility of their profiles
Second, when developing a virtual brand community, businesses should concentrate on giving users with aspects that allow them to communicate with one another In point of fact, prosperous online communities offer a wealth of helpful and versatile examples that may be used to illustrate how to encourage interaction among community members The more content the members of the community are, the more eager they will be to contribute to the continuation of the community by engaging in conversation with its fellow participants
Third, the more the accessibility of the platform to user-generated content, the greater the amount of participation from community members in the community
2.2.3 Model of community credibility and advertising effectiveness (Munnuka 2016)
The author gains an understanding of the process of peer-to-peer endorsement on advertising effectiveness through the use of Munnuka's model (2016) of community trust and advertising efficacy I am particularly interested in learning more about the process by which trust in peer validators is established and the ways in which the qualities of that trust (reliability, expertise, attractiveness, and resemblance) influence performance and advertising results In order to fill this gap, this study studies the effects of peer-validator trust on effective advertising as well as the process of generating peer-validator trust through the use of a model of source trust In addition to this, the author investigates the extent to which consumers' perceptions of a particular brand influence their reactions to advertisements that have been mediated by a certain validator's reputation This work makes a contribution to the theory of source dependability by demonstrating how trust among peer-validators can grow over time and how the various characteristics of this confidence might affect the efficiency of an advertisement measured by respondents' attitudes about advertising as well as their opinions of various brands In addition, we present evidence that illustrates how consumers' connection with a brand and prior experience with a product that is being advertised influence both the reputation of the product among peers and the effectiveness of an advertisement
Figure 2.3: Model of community credibility and advertising effectiveness (Munnuka 2016)
According to the findings of certain studies, there is a strong connection between attractiveness and resemblance, as well as knowledge and reliability The connection between attractiveness and similarity demonstrates how critical it is for peer validators and customers to maintain a consistent standard Previous research has shown that the similarity between a product and its endorser in terms of look is a significant basis for dependability and knowledge, as well as a source of general credibility, when it comes to beauty-related products Therefore, for peer-to-peer ads of beauty items to be effective, they need to include a match between the endorser and the consumer, in addition to a match between the validator and the product
In the context of low levels of product participation, research reveals that emotional involvement on the side of consumers boosts the effectiveness of advertisements, and that the impact of engagement on attitude development is mediated by the peer-validator reputation structure The findings suggest that validators play a role in the formation of consumer sentiments This discovery is in line with what was found in the prior research, which demonstrated that the more the level of customer involvement in a product, the greater the credibility of the validator, and the greater the effect of the consumer in a peer-to-peer setting This finding is compatible with what was found in the previous research the higher the level of validation for the establishment of attitudes
2.2.4 Model of brand relationship performance through customer engagement and value creation in brand communities on social media (Carlson 2019)
Through the use of Carlson's article, an empirical investigation within a unified framework is conducted to investigate how customer participation in the community fosters the creation of functional value, emotional value, relational value, and value benefits that retail shoppers are said to receive
Second, the author's study extends the theoretical entitlement value in social psychology and consumer behavior in social network interactions to the community participation of customers in retail Specifically, this research focuses on the retail industry Previous study on social media has demonstrated the existence of a genuine community that is cohesively connected together, but the findings of this research are unequivocal with regard to the role of consumer participation in the context of selling strange has not yet been incorporated into the system As a result, we have come to the conclusion that entitlement value may be able to act as an extra value evaluation in addition to the functional value, hedonic value, and relational value that are generated by community engagement client community within the social media brand community (retail) When doing research on customer engagement in social media brand communities, it appears to be crucial to take into consideration the benefits obtained by consumers This conclusion is based on the extent to which the consumer experience is shared consumer insights pertaining to retail obtained on social media networks
Third, we explain client heterogeneity by looking at gender influences in client involvement in the community to link value creation and contribute to understanding such impact This helps us to link value creation and better understand such influence The degree to which retail customers perceive value in brand communities hosted on social networks is directly related to how successfully they connect with those groups
Figure 2.4: Model Enhance brand relationship performance through customer engagement and value creation in brand communities on social media
According to the findings of recent research, the successful execution of retail brand strategic efforts in social media brand communities to improve relationship performance requires the creation of value first and foremost bond with the brand through the promotion of customer involvement in the local community Through these efforts, the retail literature on customer engagement is intended to be enriched, and clarification on the impact of customer interaction in the context of brand communities is intended to be provided The use of social media has led to the discovery of numerous important takeaways that warrant further investigation.
METHODOLOGY
RESEARCH PROCESS
The research will be divided into two phases:
- Initial research: The study is divided into two phases: preliminary qualitative and preliminary quantitative There is:
• Preliminary qualitative research is a study process used to identify, supplement, and change variables that have been noticed To boost the study's effectiveness even further Preliminary research will be undertaken through interviews and will be recorded and synthesized as a basis for changing and augmenting essential observable factors, reducing errors in context, and word confusion., survey context in Vietnam Participants will be 10-20 young Vietnamese people who use fashion brands
• Preliminary quantitative research: Following the preliminary qualitative step, this step seeks to verify the scale's reliability and validity in order to change the questionnaire if necessary prior to the research plan This study was carried out utilizing precise and structured questions Preliminary quantitative investigation with a sample size of 70 predicted using convenience sampling
- Formal research: In this phase, quantitative research was conducted using convenience sampling via face-to-face surveys and online questionnaire submission:
Cronbach's Alpha reliability method, EFA factor analysis, and Reliability analysis will be utilized to test the official scale used for formal quantitative research (with a minimum sample size of 300) ( CFA) Following this analysis, the appropriate observed variables will be used to assess the study model and hypothesis (Tho and Trang, 2011) The linear structural analysis (SEM) approach will be used to test the study model
A draft scale was created based on the theoretical underpinning of the principles in the study model Based on this, a collection of observed variables (of a draft scale) is constructed to measure hidden variables (research concepts) The scales may not be appropriate for the situation in Vietnam due to differences in culture, socioeconomic development level, and research context As a result, qualitative research was conducted using an in-depth interview technique with 7-8 members of online fashion communities in order to adapt the initial draft scale
This new draft scale (dubbed the second draft scale) was utilized for preliminary quantitative study once it had been updated A preliminary quantitative investigation of a sample of expected size n = 70 is used to evaluate the second draft scale These scales are further altered using two methods: Cronbach's alpha is a method for calculating the dependability coefficient Factor analysis with alpha and exploratory factor analysis (EFA) With a sample size of 300, the remaining final observed variables (i.e complete scales) will be included in the questionnaire for official quantitative research
Cronbach's Alpha reliability coefficient technique, EFA exploratory factor analysis method, and CFA confirmatory factor analysis method will be utilized to test the whole formal scale used for formal quantitative study again Following this test, the remaining observed variables will be used using SEM linear structural analysis to test the theoretical model and research hypothesis
MEASUREMENT SCALE
LB1 Enhance my knowledge about the product and its usage
Nambisan 2007 LB2 Obtain solutions to specific product-usage related problems
LB3 Enhance my knowledge about advances in product, related products, and technology
SI1 Enhance my sense of belongingness with this community
Nambisan 2007 SI2 Enhance the strength of my affiliation with the customer community
SI3 Expand my personal/ social network
PI1 Enhance my status/ reputation as product expert in the community
Nambisan 2007 PI2 Reinforce my product-related credibility/authority in the community
PI3 Derive satisfaction from influencing product usage by other customers
PI4 Derive satisfaction from influencing product design
HE1 Spend some enjoyable and relaxing time
Nambisan 2007 HE2 Derive fun and pleasure
HE3 Entertain and stimulate my mind
HE4 Derive enjoyment from problem-solving, idea generation, and so on
TR1 I feel the endorser was honest
Munukka 2016 TR2 I consider the endorser trustworthy
TR3 I feel the endorser was truthful
EX1 I feel the endorser is competent to make assertions about the product
Munukka 2016 EX2 I feel the endorser knows a lot about the product
EX3 I consider the endorser an expert on the product
EX4 I consider the endorser sufficiently experienced to make assertions about the product
AT1 I consider the endorser very attractive
Munukka 2016 AT2 I consider the endorser very stylish
AT3 I think the endorser is good looking
CBI1 This brand says a lot about the kind of person I am and I want to be
Algesheimer et al, 2005 CBI2 This brand plays an important role in my life
CBI3 I am very attached to the community
CBI4 I see myself as a part of the brand community eWOM (EW)
EW1 I hardly miss an opportunity to say good things about this brand to others
Algesheimer et al, 2005 EW2 I will actively encourage friends or relatives to buy this brand
If friends or relatives were to search for such a product or service, I would definitely recommend this brand
CP1 I frequently provide useful information online to the other members
Nadeem 2019 CP2 I post messages and provide responses online in the
CP3 I think participating in this SEP would be beneficial for me
CP4 I spend a lot of time online in partipating with the
BL1 I intend to buy this brand in the future
Algesheimer et al, 2005 BL2 I would actively search for this brand in order to buy it
BL3 I intend to buy other products of this brand
RESEARCH SAMPLE
The standard norm for the minimum sample size in exploratory factor analysis and regression analysis, according to Hair et al (1998), is 5 times the number of observed variables The total number of variables used the 5-point Likert scale 5 times to estimate the minimum sample size in this study
There are two types of sampling methods: probabilistic and non-probability Each member of the population has a known likelihood of being selected in probability samples, which include random sampling, systematic sampling, stratified sampling, and cluster sampling The sample whose probability is chosen is unknown in advance during non-probability sampling Convenience sampling, judgemental sampling, quota sampling, and snowball sampling are examples of non-probability sampling
This study will employ a non-probability sampling strategy based on convenience sampling Due to time and resource restrictions, this strategy is also used in the majority of studies
3.3.3 Method to approach survey audience:
The convenience sampling method will be the sampling method of choice This is a non- probability strategy in which the researcher approaches the sample element from a standpoint of convenience, i.e., the researcher can select which sample elements they have access to
Customers who use and know about fashion products - who participate in online fashion brand communities - are the survey subjects of this study (the list of communities is listed in the table below and may be added during the information gathering process) Methods for approaching survey subjects include:
• Personal relationships: online or print surveys of relatives, friends, colleagues, and persons referred
• Direct access to community members: Interact with users who are frequently active in the community (shown by the number of likes, shares, comments, interactions with participants) Others) to solicit assistance, submit the questionnaire directly to a Facebook message, or request an email address to send it to The communities are listed in the table below
• Distribute surveys publicly: Distribute surveys directly on brand communities as a community participant, encouraging members to participate The communities are listed in the table below
Social Media links Number of Members
1 5THEWay https://www.facebook.com/groups/2570299506448/ 7.300
2 BadHabits https://www.facebook.com/groups/4256112650601/ 151.000
3 ClownZ https://www.facebook.com/groups/clownzgroups/ 485.400
4 DEGREYS https://www.facebook.com/groups/141720129853348/ 9.800
5 Numbers https://www.facebook.com/groups/numbersvn/ 3.500
6 SSStutter https://www.facebook.com/groups/5256422613211/ 55.700
Collectors https://www.facebook.com/groups/CollectorsVN/ 19.700
8 ZuneZX https://www.facebook.com/groups/Zune.ZX/ 32.700
RESEARCH FINDINGS
DESCRIPTIVE ANALYSIS
4.1.1 Formal quantitative data sampling process
The dataset is compiled over the course of three months (September 2022 - November 2022) using a convenience sample (the survey is made using google form and the link will be publicly posted on online community sites) Chapter 3 discusses materials available online (with admin approval) The 560 survey responses that were collected were vetted before further analysis and processing to reduce the possibility of human error We will not process duplicate surveys that use the same data entry technique There were a total of 518 completed survey panels For this reason, we will use 518 questionnaires for the formal quantitative investigation
Numbers of Respond % per cent
Table 4.1: Percent of Data Collection
The following categories account for 42 incorrect responses:
• Respondents picked the same statement with the same answer (24 samples)
• The questionnaire was not fully completed by some respondents (18 samples)
Descriptive statistics will provide the following brief summary of the 518 survey samples that meet research needs:
Table 4.2: Demographic information of participants
The following information was gleaned from a total of 518 respondents:
Gender breakdown of respondents to the census shows that 46.9% are male and 53.1% are female
Age: 61.2% of respondents were between the ages of 16 and 26, 30.3% were between the ages of 27 and 40, and 8.5% were over the age of 40
The tax rate is 43.6% of the first 10 million VND of income 31.7% of individuals have an annual income that is over 20 million VND, while the remaining 24.7% have an annual income that is between 10 and 20 million VND
Participation in the following online brand communities by the researcher: 16.6% of respondents are from ClownZ, 13.5% are from DEGREYS, 12.5% are from 5THEWay, 12.2% are from NumbersVN, 12% are from The Collectors, 11.6% are from ZuneZX, 11.4% are from SSStutter, and 10.2% are from BadHabits.
CRONBACH’S ALPHA
Cronbach's alpha should be calculated for a total of 11 concepts and 38 observed variables, such as "Learning Benefits," "Social Integrative," "Personal Integrative,"
"Hedonic," "Trustworthiness," "Expertise," "Attractiveness," "Consumer Brand Identifcation," "eWOM," "Customer Participation," and "Brand Loyalty." (BL) We will not consider observables whose overall correlation coefficient is less than 0.3
Cronbach's Alpha coefficients for all scales tested were greater than 0.6, and correlations between the observed variables and the total variable ranged from 0.506 and 0.841, indicating that the scales were reliable
Cronbach's alpha findings for a sample size of 11 concepts and 38 observed variables are provided in the supplemental material.
EXPLORATORY FACTOR ANALYSIS (EFA)
The research data of 518 observed samples of observed variables measuring the factors in the model are eligible to be included in the EFA exploratory factor analysis to evaluate the unidirectionality and discriminant value performed with the exploratory factor analysis Extract Principal Axis Factoring and Promax rotation to reflect the data structure more accurately Detailed results of the first exploratory factor analysis (EFA) are presented in detail in the appendix of this study The results of the first exploratory factor analysis showed that we had to exclude 02 observed variables, CP1, CP4 because this observed variable had Factor loading 0.5) and the coefficient Sig = 0.000 (0.05) exploratory factor analysis (EFA) is appropriate for this research because of the high correlation between variables Total extracted variance is 65.498% (>50%) according to exploratory factor analysis findings, which meets the conditions (Details in the appendix – Results of the second EFA exploratory factor analysis) Eleven considerations emerged from the research
After eliminating two variables in earlier reliability assessments of the scale and analyses of previously found factors, the results of the most recent exploratory factor analysis are presented in Table, revealing that eleven factors are extracted, which together account for 36 of the original observed variables In what follows, I'll list some of these components:
• Factor 1: Including 3 observed variables LB1, LB2, LB3 These three observed variables belong to the Learning Benefits scale
• Factor 2: Including 3 observed variables SI1, SI2, SI3 These three observed variables belong to the Social Integrative scale
• Factor 3: Including 4 observed variables PI1, PI2, PI3, PI4 These four observed variables belong to the Personal Integrative scale
• Factor 4: Including 4 observed variables HE1, HE2, HE3, HE4 These four observed variables belong to the Hedonic scale
• Factor 5: Including 3 observed variables TR1, TR2, TR3 These three observed variables belong to the Trustworthiness scale
• Factor 6: Including 4 observed variables EX1, EX2, EX3, EX4 These four observed variables belong to the Expertise scale
• Factor 7: Including 3 observed variables AT1, AT2, AT3 These three observed variables belong to the Attractiveness scale
• Factor 8: Including 4 observed variables CBI1, CBI2, CBI3, CBI4 These four observed variables belong to the Cosumer Brand Identification scale
• Factor 9: Including 3 observed variables EW1, EW2, EW3 These three observed variables belong to the eWOM scale
• Factor 10: Including 2 observed variables CP2, CP3 These two observed variables belong to the Customer Participation scale
• Factor 11: Including 3 observed variables BL1, BL2, BL3 These three observed variables belong to the Brand Loyalty scale
After evaluating the scale, the results show:
• The Cronbach's alpha for every study concept scale is above 0.6, indicating high reliability
• In line with the null hypothesis of 11 unidirectional ideas, 11 extracted variables have high discriminant power
• The scales are equivalent because the observed variables in the same factor as the measurement variables have a large load coefficient on that factor (>0.5) and small load coefficients on the other factors (0.5)
As a result, we can say that the study concept scales are trustworthy and well-founded Next, confirmatory factor analysis will be performed using all 36 observed factors from these 11 scales (CFA).
CONFIRMATORY FACTOR ANALYSIS
The theoretical structure of the scales, such as the connection between a research concept and other concepts, will be tested in this section through a reevaluation using confirmatory factor analysis alternative research free of measurement error-related bias
The Chi-square/df, GFI, TLI, and RMSEA indices are used to assess how well the model fits the available market data Good alignment with market data is indicated by a Chi- square/df value below 3, a GFI value between 0.9 and 1, and an RMSEA value below 0.08
Table 4.3: CFA Analysis of Research Model Fit
All tests succeed based on the above analysis, making this model appropriate for use with market data
For a set of observed variables to be unidirectional, Steenkamp and Van Trijp (1991) argue that the measurement model must be relevant to the data gathered from the market Using CFA, we found that the chi-square/df was 1,510, the GFI was 0.923>0.9, the TLI was 0.975>0.9, the CFI was 0.971>0.9, and the RMSEA was 0.031 ≤ 08 As a result, the model's scales are all going in the same way
Figure 4.1: CFA of Research Model
4.4.1 Convergence and composite reliability testing
According to Nguyen Dinh Tho (2014), the following are necessary for a proper analysis of the model's idea scales:
• The measuring model successfully matches up with market statistics
• All standardized regression values must be greater than 0.5
• The total extracted variance must be greater than 0.5
• The overall reliability must be greater than 0.6
All scales have reliability coefficients (CR) that are greater than 0.6, average extracted variances (AVE) that are greater than 0.5, and upper-standard load coefficients (USLC) that are greater than 0.6 for all measured variables This ensures that the measure is both accurate and consistent
Convergent validity and reliability (average variance extracted: AVE; composite reliability:
Learning Benefits (LB) (AVE = 0.741; CR = 0.896)
LB1 Enhance my knowledge about the product and its usage 0.859
LB2 Obtain solutions to specific product-usage related problems 0.866
LB3 Enhance my knowledge about advances in product, related products, and technology 0.857
Social Integrative (SI) (AVE = 0.761; CR = 0.905)
SI1 Enhance my sense of belongingness with this community 0.866
SI2 Enhance the strength of my affiliation with the customer community 0.874
SI3 Expand my personal/ social network 0.877
Personal Integrative (PI) (AVE = 0.73; CR = 0.89)
PI1 Enhance my status/ reputation as product expert in the community deleted in purification
PI2 Reinforce my product-related credibility/authority in the community 0.901
PI3 Derive satisfaction from influencing product usage by other customers 0.844
PI4 Derive satisfaction from influencing product design & development 0.812
HE1 Spend some enjoyable and relaxing time 0.752
HE2 Derive fun and pleasure deleted in purification
HE3 Entertain and stimulate my mind 0.774
HE4 Derive enjoyment from problem-solving, idea generation, and so on 0.752
TR1 I feel the endorser was honest 0.858
TR2 I consider the endorser trustworthy 0.896
TR3 I feel the endorser was truthful 0.901
EX1 I feel the endorser is competent to make assertions about the product 0.744
EX2 I feel the endorser knows a lot about the product 0.710
EX3 I consider the endorser an expert on the product 0.803
EX4 I consider the endorser sufficiently experienced to make assertions about the product 0.685
AT1 I consider the endorser very attractive 0.840
AT2 I consider the endorser very stylish 0.849
AT3 I think the endorser is good looking 0.829
Consumer Brand Identification (CBI) ( AVE = 0.502; CR = 0.8)
CBI1 This brand says a lot about the kind of person I am and I want to be 0.769
CBI2 This brand plays an important role in my life 0.737
CBI3 I am very attached to the community 0.615
CBI4 I see myself as a part of the brand community 0.740 eWOM (EW) (AVE = 0.608; CR= 0.823)
EW1 I hardly miss an opportunity to say good things about this brand to others 0.750
EW2 I will actively encourage friends or relatives to buy this brand 0.828
If friends or relatives were to search for such a product or service, I would definitely recommend this brand
Customer Participation (CP) (AVE = 0.623; CR = 0.768)
CP1 I frequently provide useful information online to the other members deleted in purification
CP2 I post messages and provide responses online in the
CP3 I think participating in this SEP would be beneficial for me 0.774
CP4 I spend a lot of time online in partipating with the
SEP’s activities deleted in purification
Brand Loyalty (BL) (AVE = 0.729; CR = 0.89)
BL1 I intend to buy this brand in the future 0.840
BL2 I would actively search for this brand in order to buy it 0.830
BL3 I intend to buy other products of this brand 0.891
Note: LB: Learning Benefits, SI: Social Integrative, PI: Personal Integrative, HE:
Hedonic, TR: Trustworthiness, EX: Expertise, AT: Attractiveness, CBI: Consumer Brand Indentification, EW: electronic word-of-mouth, CP: Customer Participation, BL: Brand Loyalty
Table 4.4 Construct items, reliability, and convergent validity
According to Nguyen Dinh Tho (2014), there are a few things that need to happen for the two ideas to be able to be distinguished from each other
• The sum of each factor's extracted variance (AVE) must be higher than the square of the correlation coefficient (r2) between the two factors that go together
The results of the discriminant test are shown in Table 6
Table 4.5 : Discriminant Validity of scales at first-order level
The numbers that lie on the diagonal (those that are bolded) represent the total variance that was extracted from the concepts The numbers that are not on the diagonal have the same significance as the squared correlation coefficient Because the findings show that there is no variance contributed by the two different concepts that is greater than the total of the variances that are extracted from these concepts, this demonstrates that the two different concepts each have the same level of validity
Contructs PI EX TR LB SI HE AT BL EW CBI CP
CONCLUSION AND RECOMMENDATIONS
Theoretical implications
The purpose of this study was to look into the role of social media brand communities as an online service for fashion brands to develop brand loyalty through client participation Furthermore, this study adds to marketing theory in a variety of ways To begin, this study contributes to a better understanding of the relationship between eWOM and Consumer Brand Identity
Previous study reveals that the power of endorsement is based on the endorser's perceived credibility in making recommendations (Batra et al., 1996) Friedmann et al (1979) go on to say that, particularly in the case of peer recommendations, the effectiveness of the endorsement is related to the degree of resemblance between the endorser and the recipient Yet, there is little empirical data to explain how the aspects of source credibility influence advertisement efficacy in the case of peer endorsers As a result, this study was established with two goals in mind: first, to analyze the building of peer-endorser credibility; and second, to investigate how peer-endorser credibility influences customer participation According to the findings of this study, a peer- credibility endorser's is built on trustworthiness, expertise, and attractiveness Although only expertise and attractiveness influenced customer participation positively which is different with previous study by Munnukka et al (2016) And this idea is also backed by the study that was done by Sesar et al., 2022, where the study reveals the influence of endorsers on consumer participation in the community, in addition to showing the influence that endorsers have on consumers' awareness of brands Furthermore, our findings corroborated that the trustworthiness of influencers had a constructive effect on the intent to buy This agrees with the findings of studies of social media users in Germany (Pick 2021) and Indonesia (Kosim and Pasaribu 2021) Weismueller et al (2020) found similar findings when surveying young adults in Germany Secondly, this study testing again the traditional models of customer co-innovation and co-production have largely focused on the outcome of production process (that is, a product or service) and adopted economic and game theoretic perspective in value creation (Bateson, 1985; Bowen, 1990; Harhoff et al., 200; Morrison et al., 2000) According to the findings of this study, personal integration does, in fact, have an impact on consumer engagement, contrary to the findings of Nambisan's earlier study (2007), which indicated that there was no such impact According to the findings of this study, social integration does not have an effect on the participation of customers By testing different types of clients with the same type of theory, it is clear that the differences between IT customers and fashion customers do make a difference
With the help of the current study, it has also re-tested the theories that were presented in earlier research by Woisetchlager (2008) These theories suggested that antecedents, such as community identification, have a positive impact on customer participation, and that customer participation, in turn, has a positive impact on word-of-mouth (WOM) Yet, when testing was done again in the fashion industry, this research indicated that Customer Involvement also had a good impact on Brand Loyalty This was one of the findings that came out of the study The notion that was rejected by the earlier investigation
Secondly, the research model contributes to past studies by adding to testing the impact of interaction-based customer benefits to Consumer Brand Identication (Nambisan et al 2007) In addition, the findings of this investigation are comparable to those found in the research conducted by Martinez-López F.J et al As of 2021, the significance of customer brand identification will increase in line with increased customer interaction and favorable word of mouth It is important for organizations to encourage their members to identify with the OBC In order to accomplish this goal, it is essential to cultivate a sense of community that is characterized by a distinct collection of standards, beliefs, behaviors, knowledge, and emotions that are associated with the brand If people believe that they have characteristics with other members of the community, they will be more inclined to desire to be a part of that community A sense of belonging in the community as well as increased levels of identification with it will be facilitated as a result of this The members of a community should be the ones to construct it via the sharing of experiences, interactions, and collaboration; companies should manage their communities in such a way that this happens dynamically; only then will it be beneficial
According to the findings of a study that was conducted in 2021 by Muhammad Naaem and Ozuem, we are able to see that the effect of artists who share the same position, gender, and interests is highly beneficial As a result of this, the findings of this study indicate that members of the brand community who are attractive or knowledgeable tend to have a significant amount of sway over other members of the community
Research in the past two years has explored the significance of brand communities in the fashion industry, examining their impact on consumer behavior and brand loyalty One significant finding from recent research is that brand communities play a crucial role in shaping consumer perceptions and behaviors in the fashion industry For instance, a study published by Thompson and Chen (2022) revealed that brand communities positively influence consumers' perceived brand authenticity, brand trust, and brand attachment, which in turn impact their brand loyalty The study emphasized that engaging consumers in a brand community fosters a sense of belongingness and emotional connection, leading to higher brand loyalty The study highlighted that consumers who are part of a brand community feel a sense of belongingness, emotional connection, and identification with the brand, which in turn drives their loyalty towards the brand
Furthermore, research has also shown that brand communities in the fashion industry act as a platform for consumer co-creation and co-production For example, a study by Nguyen et al (2021) found that brand communities enable consumers to actively participate in product design, brand promotion, and marketing activities Such involvement fosters a sense of ownership and empowerment among consumers, leading to increased brand loyalty and positive word-of-mouth Additionally, recent research has explored the role of social media in brand communities within the fashion industry Social media platforms, such as Instagram and TikTok, have become important channels for fashion brand communities to connect, engage, and interact with consumers A study published by Kim et al (2021) found that social media interactions within brand communities positively influence consumers' brand loyalty and purchase intention The study highlighted that social media platforms provide opportunities for fashion brands to cultivate a sense of community, share user-generated content, and facilitate peer-to- peer interactions, leading to increased consumer engagement and loyalty The study revealed that consumers who strongly identify with a fashion brand are more likely to actively participate in brand-related activities, such as sharing their experiences, opinions, and feedback, within the brand community This active participation reflects a higher level of engagement and commitment to the brand, ultimately leading to increased brand loyalty
In conclusion, recent research has highlighted the significance of brand communities in the fashion industry Brand communities foster consumer perceptions of brand authenticity, trust, and attachment, leading to increased brand loyalty Moreover, brand communities enable consumer co-creation and co-production, empowering consumers and enhancing their sense of ownership Social media platforms play a pivotal role in facilitating brand community interactions and fostering consumer engagement These findings emphasize the importance of brand communities in the fashion industry and provide insights for marketers to strategically leverage brand communities to enhance consumer loyalty and brand performance The findings from these studies have significant implications for fashion brands To thrive in today's competitive fashion industry, brands need to invest in building their own brand communities and fostering consumer brand identification Brands can create opportunities for consumers to engage, interact, and actively participate in brand-related activities, such as product design, promotions, and marketing campaigns Brands can also leverage social media platforms to facilitate brand community interactions and encourage positive eWOM behaviors By cultivating a strong brand community and fostering consumer brand identification, fashion brands can enhance customer engagement, loyalty, and positive brand-related behaviors, leading to improved brand performance and long-term success
In conclusion, recent research from reputable journals in the past two years has consistently demonstrated the importance of building brand communities in the fashion industry and the positive impact of consumer brand identification on customer participation and eWOM These findings provide valuable insights for fashion brands to strategically invest in building their own brand communities and fostering consumer brand identification as a means to enhance customer engagement, loyalty, and positive brand-related behaviors
Managerial implications
In conclusion, the findings of this research have demonstrated that the value of brand communities and the legitimacy of peer-endorsers have a beneficial impact on customer engagement We have gathered insights into how customers engage with brands and how businesses can utilize their communities and endorsements to increase engagement by researching the link between these variables and gaining insight into how customers engage with brands In the first place, we discovered that customer participation is significantly impacted by the presence of brand communities Consumers who have the impression that they are part of a brand community are more likely to engage in activities that are associated with the brand These activities can include the sharing of material, the leaving of reviews, and the recommendation of the brand to others This underlines how important it is to cultivate a strong brand community through the use of various engagement techniques, including social media, events, and other activities Second, we discovered that the attractiveness of peer-endorsers also plays an important role in influencing the participation of customers When consumers get the impression that the endorser is attractiveness and beautiful, they are more likely to engage in activities that are associated with the brand This highlights how important it is to identify the appropriate endorsers and cultivate connections with them in order to boost their reputation and influence
In general, these findings have substantial repercussions for marketers and those in charge of brand management Brands may promote customer participation and engagement by investing in brand communities and peer-endorser connections, which eventually lead to better brand loyalty, advocacy, and sales Using social media as a tool to cultivate and maintain relationships with one's own communities is one possible marketing tactic for brands Brands have the ability to cultivate a feeling of community and encourage involvement among their customers by developing specialized groups or hashtags on social media In addition, companies can cooperate with influential people or other respectable endorsers to expand their audience and boost their credibility, all while creating ties that have the potential to result in long-term business relationships Yet, it is essential to keep in mind that developing a robust brand community and recruiting reputable endorsers calls for continuous effort and commitment on the part of the business In addition to carefully selecting endorsers and constructing partnerships that are founded on mutual trust and benefit, brands are required to demonstrate a dedication to giving value to their customers and maintain an ongoing dialogue with those customers
In addition, research has shown that companies in the fashion industry focus their attention on consumer brand identification in order to benefit their customers in ways that are directly related to personal integration, which is highly significant When consumers and brands come to an agreement over a brand's identity, this not only has a significant amount of positive eWOM in cyberspace, but it also provides a significant amount of good benefits in terms of consumer engagement in the brand community use
Not content to stop there, enhanced customer participation in the brand community also offers benefits in the form of positive word-of-mouth and brand loyalty This results in a multitude of good effects for the brand Utilizing user-generated content (UGC), also known as user-generated content, is an excellent strategy to employ if you're looking to expand your business in a way that is both genuine and scalable Not only does user- generated content (UGC) increase user engagement, but it also inspires greater consumer confidence in your brand This is because consumers see that real people are interacting with your brand, which inspires greater consumer trust
It is not as simple as it may appear to educate consumers about what your brand is, what it stands for, what it offers, and other related topics And because there are so many brands competing for the attention of customers in the modern era, trying to educate people about brands by coercion is futile Online brand communities really take the spotlight in this respect because they make it possible for customers to become acquainted with your company in a manner that is natural and unforced They will be able to find everything from the most frequently asked questions and user evaluations to conversation threads between actual customers within your online brand community Learning about your brand won't come off as forced or unwelcome to them because they've already taken the initiative to investigate your online brand community for themselves Instead, they are looking forward to the exciting expedition that they have decided to take on Online brand communities provide businesses with a one-of-a-kind opportunity to not only interact with customers but also make it possible for customers with similar interests to connect with one another In this context, the term "community" refers to exactly this concept Your consumers will be able to see your brand as more than just a company that offers them products; rather, they will perceive it as a medium through which they can form meaningful relationships
In conclusion, the findings of this research provide valuable insights into the role that brand communities play in increasing customer participation, as well as the credibility of peer endorsers By gaining an understanding of and capitalizing on these variables, companies may improve their level of customer engagement and loyalty, which in turn leads to superior business outcomes and a more robust brand reputation Yet, this involves continual effort and investment, and businesses must be committed to giving value and creating relationship.
Limitations and further research
This study has a few limitations One is regarding our sample This study focused on users of Facebook Future research may test the generalizability of our findings using OBC Users of other platforms Furthermore, the majority (approximately 61.2%) of our respondents are between 16 – 26 years old Although our sample profile is consistent with the overall Facebook users age distribution, future research may compare different groups considering that age has been found to affect consumer attitudes and behaviors in existing e-commerce research Additional factors to be considered in future studies include gender and economic status
Another future research direction is to examine the potential relationships between the two types of OBC identification Two types of identification were treated as orthogonal here Through limited, some existing research suggests that brand identification may affect community identification and vice versa The potential interdependency impacts on consumer behaviors and attitudes deserve more attention.
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APPENDIX APPENDIX 1: ORIGINAL MEASUREMENT SCALE
Ký hiệu Thang đo gốc Thang đo dự kiến
THANG ĐO VỀ LỢI ÍCH HỌC TẬP
Khái niệm: Lợi ích học tập (theo Nambisan
HT1 Enhance my knowledge about the product and its usage
Tham gia CĐTT X giúp bạn nâng cao kiến thức về thời trang
HT2 Obtain solutions to specific product-usage related problems
Tham gia CĐTT X giúp bạn có được các phong cách thời trang khác nhau
HT3 Enhance my knowledge about advances in product, related products, and technology
Tham gia CĐTT X giúp bạn cập nhật về những cải tiến hay thay đổi về các sản phẩm thời trang
THANG ĐO VỀ LỢI ÍCH HÒA NHẬP XÃ HỘI
Khái niệm: Hòa nhập xã hội (theo Nambisan
XH1 Expand my personal/ social network Tham gia CĐTT X giúp bạn mở rộng các mối quan hệ cá nhân/ xã hội XH2 Enhance the strength of my affiliation with the customer community
Tham gia CĐTT X giúp bạn tăng cường sự liên kết của bạn với những người tham gia cộng đồng
XH3 Enhance my sense of belongingness with this community
Tham gia CĐTT X giúp bạn nâng cao cảm giác thân thuộc với cộng đồng này
THANG ĐO VỀ LỢI ÍCH HÒA NHẬP CÁ NHÂN
Khái niệm: Hòa nhập cá nhân (theo
CN1 Enhance my status/ reputation as product expert in the community
Tham gia CĐTT X giúp bạn nâng cao địa vị hay danh tiếng của bạn trong cộng đồng với tư cách là người am hiểu về sản phẩm thời trang
CN2 Reinforce my product-related credibility/authority in the community
Tham gia CĐTT X giúp bạn củng cố uy tín hay tiếng nói của bạn trong cộng đồng liên quan đến sản phẩm thời trang
CN3 Derive satisfaction from influencing product usage by other customers
Bạn có được sự hài lòng từ việc tạo ra ảnh hưởng lên việc sử dụng sản phẩm thời trang thương hiệu X của các thành viên khác CN4 Derive satisfaction from influencing product design & development
Bạn có được sự hài lòng từ việc tạo ảnh hưởng lên cách thức thiết kế, phát triển và phát hành sản phẩm thời trang thương hiệu
THANG ĐO VỀ LỢI ÍCH HƯỞNG THỤ
Khái niệm: Lợi ích hưởng thụ (theo
HGT1 Spend some enjoyable and relaxing time Tham gia CĐTT X giúp bạn hưởng thụ và thư giãn
HGT2 Derive fun and pleasure Tham gia CĐTT X giúp bạn tìm kiếm niềm vui HGT3 Entertain and stimulate my mind Tham gia CĐTT X giúp bạn kích thích đầu óc HGT4 Derive enjoyment from problem-solving, idea generation, and so on
Tham gia CĐTT X giúp bạn tận hưởng thích thú về chủ đề thời trang
THANG ĐO VỀ SỰ ĐÁNG TIN CỦA NGƯỜI CHỨNG THỰC
Khái niệm: Sự đáng tin của người chứng thực
DT1 I feel the endorser was honest Bạn cảm thấy người chứng thực trong
CĐTT X là trung thực DT2 I consider the endorser trustworthy Bạn nghĩ rằng người chứng thực trong
CĐTT X là đáng tin cậy DT3 I feel the endorser was truthful Bạn cảm thấy người chứng thực trong
CĐTT X là trung thực DT4 I consider the endorser earnest Bạn nghĩ rằng người chứng thực trong
THANG ĐO VỀ SỰ TINH THÔNG CỦA NGƯỜI CHỨNG THỰC
Khái niệm: Sự tinh thông của người chứng thực (theo Munukka
TT1 I feel the endorser knows a lot about the product Bạn cảm thấy người chứng thực trong
CĐTT X biết rất nhiều về sản phẩm TT2 I feel the endorser is competent to make assertions about the product
Bạn cảm thấy người chứng thực trong CĐTT X có đủ thẩm quyền để đưa ra nhận định về chất lượng sản phẩm
TT3 I consider the endorser an expert on the product Bạn nghĩ rằng người chứng thực trong
CĐTT X là một chuyên gia về sản phẩm TT4 I consider the endorser sufficiently experienced to make assertions about the product
Bạn nghĩ rằng người chứng thực trong CĐTT X đủ kinh nghiệm để đưa ra bình luận về sản phẩm
THANG ĐO VỀ TÍNH HẤP DẪN CỦA NGƯỜI CHỨNG THỰC
Khái niệm: Tính hấp dẫn của người chứng thực (theo Munukka
HD1 I consider the endorser very attractive Bạn nghĩ rằng người chứng thực trong
CĐTT X rất hấp dẫn HD2 I consider the endorser very stylish Bạn cho là người chứng thực trong CĐTT
X rất phong cách HD3 I think the endorser is good looking Bạn nghĩ rằng người chứng thực trong
CĐTT X rất ưa nhìn HD4 I think the endorser is sexy Bạn cho là người chứng thực trong CĐTT
THANG ĐO VỀ ĐỒNG NHẤT THƯƠNG HIỆU CỦA KHÁCH HÀNG
Khái niệm: Đồng nhất thương hiệu với khách hàng (theo
DN1 This brand says a lot about the kind of person I am and
Thương hiệu X thực sự nói lên rất nhiều về con người của bạn và người bạn muốn trở thành
DN2 This brand plays an important role in my life Thương hiệu X đóng một vai trò quan trọng trong cuộc sống của bạn DN3 I am very attached to the community Bạn rất gắn bó với thương hiệu X DN4 I see myself as a part of the brand community Bạn thấy mình là một phần của thương hiệu
THANG ĐO VỀ TRUYỀN MIỆNG ĐIỆN TỬ
Khái niệm: Truyền miệng điện tử (theo
TM1 I hardly miss an opportunity to say good things about this brand to others
Bạn hầu như không bỏ lỡ cơ hội để nói những điều tốt đẹp về thương hiệu X với mọi người xung quanh
TM2 I will actively encourage friends or relatives to buy this brand
Bạn tích cực khuyến khích bạn bè hoặc người thân mua thương hiệu X này TM3 If friends or relatives were to search for such a product or service, I would definitely recommend this brand
Bạn chắc chắn sẽ giới thiệu thương hiệu X nếu bạn bè hoặc người thân tìm kiếm một sản phẩm/dịch vụ có liên quan
THANG ĐO VỀ SỰ THAM GIA CỦA KHÁCH HÀNG
Khái niệm: sự tham gia của khách hàng vào cộng đồng thương hiệu
TGKH1 I frequently provide useful information online to the other members
Bạn thường xuyên cung cấp thông tin hữu ích cho các thành viên khác trong CĐTT X TGKH2 I post messages and provide responses online in the
Bạn thường xuyên đăng tin và trả lời các câu hỏi, bình luận trong CĐTT X
TGKH3 I think participating in this SEP would be beneficial for me
Bạn thường xuyên tìm kiếm các thông tin hữu ích trong CĐTT X
TGKH4 I spend a lot of time online in partipating with the
Bạn dành nhiều nỗ lực để tham gia các hoạt động trên CĐTT X
THANG ĐO VỀ SỰ TRUNG THÀNH VỚI THƯƠNG HIỆU
Khái niệm: Sự trung thành với thương hiệu
TGT1 I intend to buy this brand in the future Bạn dự định sẽ tiếp tục mua thương hiệu X trong tương lai TGT2 I would actively search for this brand in order to buy it
Bạn sẽ tích cực tìm kiếm thương hiệu X mỗi lần có ý định mua hàng
TGT3 I intend to buy other products of this brand Bạn muốn mua thêm nhiều sản phẩm/dịch vụ khác từ thương hiệu X
APENDIX 2: LIST OF ANSWERS FROM PERSONS INTERVIEWED FOR
The in-depth interview technique was used for preliminary qualitative research The purpose of the interview is to assess their knowledge of the draft scale inherited from previous studies in order to add, edit, or eliminate some inappropriate observed variables
The survey will be used to create a questionnaire for the official research procedure