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SSCI Article

How to measure social capital in an online brand community? A comparison of three social capital scales
성명 이규혜()
소속 생활과학대학 의류학과
캠퍼스
우수선정주 2021년 06월 1째주
Author 이규혜 (Dept Clothing & Text) corresponding author;
Corresponding Author Info Lee, KH (corresponding author), Hanyang Univ, Dept Clothing & Text, Human Tech Convergence Program, 222 Wangsimni Ro, Seoul 04763, South Korea.
E-mail 이메일 아이콘khlee@hanyang.ac.kr
Document Type Article
Source JOURNAL OF BUSINESS RESEARCH Volume:131 Issue: Pages:652-663 Published:2021
Times Cited
External Information http://dx.doi.org/10.1016/j.jbusres.2020.07.051
Abstract Despite that social capital is widely used to explain social interactions and networking on social media, there is no consensus on the measurement of social capital, and successful assessment is difficult. To address this issue, this research presents an empirical comparison of three different social capital scales in the context of online brand communities: Chiu et al.'s six sub-dimensional model (2006), Lin and Lu's three-dimensional model (2011), and Williams's two-dimension model (2006). Results indicate that social capital in an online brand community environment mainly consists of three dimensions, including social interaction ties, trust, and shared value, lending support for Lin and Lu's scale over the others. Our investigation of social capital scales provides managerial and theoretical implications by identifying and validating context-specific measures of social capital.
Web of Science Categories Business
Funding National Research Foundation of Korea - Korean GovernmentNational Research Foundation of KoreaKorean Government [NRF-2013S1A5B5A01031713]
Language English
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