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The impact of consumer personality and social network position on brand community engagement

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Abstract

This research establishes a significant interaction between network position and affective personality traits as they influence affective brand community engagement, which in turn alters branding outcomes in various dimensions. Utilizing content analysis of data from a brand community on Facebook, and an experimental study analyzed with SEM, this research shows that consumers’ network positions (central vs. non-central) influence their affective brand community engagement (ABCE) that leads to brand identification, which in turn influences consumers’ branding outcomes in attitudinal, behavioral, relational, and network and community dimensions. The findings contribute to the brand management literature by demonstrating that consumers’ affective personality traits moderate the positive effect of centrality over non-centrality on ABCE, and that the positive effect of centrality on ABCE disappears when a consumer’s (1) emotional-intelligence is low, (2) malicious envy is high, and (3) neuroticism is high. From a broader perspective, this research contributes to the branding literature by showing that communal effects (like network position) on ABCE can be altered by individual-level characteristics. This understanding is fundamental for branding practitioners to create and advance their brand communities for increased brand engagement.

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Author notes

  1. Duygu Akdevelioglu and Selcan Kara contributed equally to this research.

Authors and Affiliations

  1. Saunders College of Business, Rochester Institute of Technology, 105 Lomb Memorial Drive, Rochester, NY, 14623, USA

    Duygu Akdevelioglu & Victor Perotti

  2. Charlton College of Business, University of Massachusetts Dartmouth, Dartmouth, USA

    Selcan Kara

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  1. Duygu Akdevelioglu
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Appendix 1: Study 2

Appendix 1: Study 2

Manipulation check

For manipulation check purposes participants were asked to answer two sets of three questions along with demographic inquiry. Each set measured participants’ mindset for network positions. In the central set, participants indicated their agreement with the following items: “I imagined being central in this brand community.”, “I pictured being very active and central in the brand community.”, and “I felt like being a very active and central member of this online brand community.” on 7-point scales (Strongly disagree/Strongly agree). In the non-central set, participants indicated their agreement with the following items: “I imagined being a member of this brand community who does not make posts.”, “I pictured being a member of this brand community who is not very central and active.”, and “I felt like being a member of this online brand community who only reads others' posts.” on 7-point scales (Strongly disagree/Strongly agree).

As expected, participants in the central (M = 5.13), compared to non-central (M = 4.41; t(733) =  − 6.51, p < 0.01), condition reported higher on the central set of manipulation check items (α = 0.94). On the other hand, participants in the non-central (M = 5.20), compared to central (M = 4.09; t(733) = 9.49, p < 0.01), condition reported higher on the non-central manipulation check items (α = 0.93). Hence, in support of the manipulation, participants in the central condition imagined being a central member of this brand community, whereas participants in the non-central condition imagined being a non-central member of this brand community.

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Akdevelioglu, D., Kara, S. & Perotti, V. The impact of consumer personality and social network position on brand community engagement. J Brand Manag 31, 235–250 (2024). https://doi.org/10.1057/s41262-023-00337-6

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