Journal of Business Management Perspective

Journal of Business Management Perspective

Identifying and prioritizing the factors affecting customer inspiration in online brand communities with the fuzzy Delphi method

Document Type : Original Article

Authors
Sayed Najmmedin Mousavi
Mina Hosseini
Shaghayegh Salehabadi
Department of Management, Faculty of Management and Economics, Lorestan University, Khorramabad, Iran
10.48308/jbmp.2024.235111.1589
Abstract
This research was conducted with the purpose of identifying the factors influencing customer inspiration in online brand communities with the fuzzy Delphi method. In terms of the type of data, the current research is mixed and based on qualitative and quantitative research, which in terms of research philosophy is included in the category of inductive comparative research. Therefore, the current research is applied in terms of purpose and descriptive survey in terms of nature and method. The statistical population of the research is the experts,30 of whom were selected based on the principle of theoretical adequacy and using the purposeful sampling method. In the qualitative part of the research, the data collection tool is a semi-structured interview, the validity and reliability of which was confirmed using the CVR coefficient and intra-coder and inter-coder tests. Also, the data collection tool in the quantitative section is a fuzzy Delphi questionnaire,whose validity and reliability were confirmed using content validity and retesting.For data analysis,the coding method and Atlas.ti software were used in the qualitative part,and Delphi fuzzy method was used in the quantitative part.The results of the research indicate the effect of the mentioned factors on customer inspiration in online brand communities,and considering the competitive conditions of businesses,managers and business owners should pay special attention to these factors in order to improve their performance.Therefore,dealing with the category of customer inspiration can influence the customer and not only leads to the possibility of their purchase and loyalty;Rather,it increases the growth and survival of businesses.
Keywords
customer inspiration
online brand communities
Fuzzy Delphi
  1. Black, I., & Veloutsou, C. (2017). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of business research, 70, 416-429.
  2. Bottger, T., Rudolph, T., Evanschitzky, H., & Pfrang, T. (2017). Customer inspiration: Conceptuali[1]zation, scale development, and validation. Jour-nal of Marketing, 81(6), 116 –131. doi:10.1509/ jm.15.0007.
  3. Böttger, T., Pfrang, T., & Evanschitzky, H. (2015). B Paper 1: Customer Inspiration: Conceptualization, Scale Development, and Validation. Inspiration in Marketing: Foundations, Process, and Application, 21.
  4. Carlson, J., Wyllie, J., Rahman, M. M., & Voola, R. (2019). Enhancing brand relationship performance through customer participation and value creation in social media brand communities. Journal of Retailing and Consumer Services, 50, 333-341.
  5. Cao, Y., Zhou, Z., & Majeed, S. (2021). Stimulating customer inspiration through online brand community climates: The mediating role of customer interaction. Frontiers in Psychology, 12, 706889.
  6. Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of marketing, 65(2), 81-93.
  7. Cheung, M. L., Ting, H., Cheah, J. H., & Sharipudin, M. N. S. (2021). Examining the role of social media-based destination brand community in evoking tourists’ emotions and intention to co-create
  8. and visit. Journal of Product & Brand Management, 30(1), 28-43.
  9. Chen, Z., Gong, Y., Huang, R., & Lu, X. (2024). How does information encountering enhance purchase behavior? The mediating role of customer inspiration. Journal of Retailing and Consumer Services, 78, 103772.
  10. Coelho, P. S., Rita, P., & Santos, Z. R. (2018). On the relationship between consumer-brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
  11. Coelho, A., Bairrada, C., & Peres, F. (2019). Brand communities’ relational outcomes, through brand love. Journal of Product & Brand Management, 28(2), 154-165.
  12. Edelman, David C. (2010), “Branding in the Digital Age,” Harvard Business Review, 88 (12), 62–69.
  13. Eggenschwiler, M., Linzmajer, M., & Rudolph, T. (2023, February). CROSS-BUYING IN RETAILING:THE ROLE OF CUSTOMER INSPIRATION. In 2023 AMA Winter Academic Conference Proceedings (pp. 1113-1116).
  14. Fayyaz, M. S., Abbasi, A. Z., Altaf, K., Alqahtani, N., & Ting, D. H. (2023). Not inspired enough: the mediating role of customer engagement between YouTube’s perceived advertising value and customer inspiration. Kybernetes.
  15. Fernandes, T., & Castro, A. (2020). Understanding drivers and outcomes of lurking vs. posting engagement behaviours in social media-based brand communities. Journal of Marketing Management, 36(7-8), 660-681.
  16. Frasquet, M., Ieva, M., & Mollá-Descals, A. (2024). Customer inspiration in retailing: The role of perceived novelty and customer loyalty across offline and online channels. Journal of Retailing and Consumer Services, 76, 103592.
  17. Gao, P., Zeng, Y., & Cheng, Y. (2022). The formation mechanism of impulse buying in short video scenario: Perspectives from presence and customer inspiration. Frontiers in Psychology, 13, 870635.
  18. Gómez-Suárez, M., Martínez-Ruiz, M. P., & Martínez-Caraballo, N. (2017). Consumer-brand relationships under the marketing 3.0 paradigm: a literature review. Frontiers in psychology, 8, 252.
  19. Habibi, M. R., Laroche, M., & Richard, M. O. (2014). The roles of brand community and community engagement in building brand trust on social media. Computers in human behavior, 37, 152-161.
  20. Hernani-Merino, M., Libaque-Saenz, C. F., & Dávalos, J. (2023). Antecedents and consequences of customer inspiration: a framework in the context of electronic device brands. Journal of Product & Brand Management, (ahead-of-print).
  21. Hollebeek, L. D., Juric, B., & Tang, W. (2017). Virtual brand community engagement practices: a refined typology and model. Journal of Services Marketing, 31(3), 204-217.
  22. Izogo, E. E., & Mpinganjira, M. (2020). Behavioral consequences of customer inspiration: the role of social media inspirational content and cultural orientation. Journal of Research in Interactive Marketing, 14(4), 431-459. doi:10.1108/JRIM09-2019-0145.
  23. Izogo, E. E., Mpinganjira, M., & Ogba, F. N. (2020). Does the collectivism/individualism cultural orientation determine the effect of customer inspiration on customer citizenship behaviors?. Journal of Hospitality and Tourism Management, 43, 190-198.
  24. Jassem, M. I., Rahman, R. A., & Ibrahim, A. M. (2022). Effect of Using Modern Banking Services on Customer Inspiration: Statistical Analysis. Advances in Materials Science and Engineering, 2022.
  25. Jung, N. Y., & Seock, Y.-K. (2017). Effect of service recovery on customers’ perceived justice, satisfaction, and word-of-mouth intentions on online shopping websites. Journal of Retailing and Consumer Services, 37, 23–30.
  26. Khan, M., & Ghouri, A. M. (2018). Enhancing customer satisfaction and loyalty through customer[1]defined market orientation and customer inspiration: A critical literature review. International Business Education Journal, 11(1), 25-39.
  27. Khoi, N. H., Phong, N. D., & Le, A. N. H. (2020). Customer inspiration in a tourism context: An investigation of driving and moderating factors. Current Issues in Tourism, 23(21), 2699-2715.
  28. Kwon, J., & Boger, C. A. (2021). Influence of brand experience on customer inspiration and pro[1]environmental intention. Current Issues in Tourism, 24(8), 1154-1168.
  29. Libaque-Saenz, C., Hernani, M., & Noel, G. (2019). Antecedents and consequences of customer inspiration: An empirical study in the context of electronic devices. In A Paper Presented in the Conference: Encontro Da ANPAD (EnANPAD), Sao Paulo, Brazil.
  30. Liu, W., Sparks, B., & Coghlan, A. (2017). Fun, inspiration and discovery: from momentary experiences to overall evaluations. International Journal of Contemporary Hospitality Management, 29(7), 1937-1955.
  31. Muniz Jr, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
  32. Nagengast, Liane, Marc Linzmajer, Thomas Rudolph, and Tim Böttger (2014), “Inner Value Conflicts: Emotional and Behavioral Consequences of Cross-Border Shopping,” in Proceedings of the European Marketing Academy Conference, Valencia, Spain: European Marketing Academy.
  33. Oleynick, V. C., Thrash, T. M., LeFew, M. C., Moldovan, E. G., & Kieffaber, P. D. (2014). The scientific study of inspiration in the creative process: Challenges and opportunities. Frontiers in Human Neuroscience, 8, 1–8. doi:10.3389/ fnhum.2014.00436.
  34. Oltra, I., Camarero, C., & San Jose Cabezudo, R. (2022). Inspire me, please! The effect of calls to action and visual executions on customer inspiration in Instagram communications. International Journal of Advertising, 41(7), 1209-1234.
  35. Park, C. W., Eisingerich, A. B., & Park, J. W. (2013). Attachment–aversion (AA) model of customer–brand relationships. Journal of consumer psychology, 23(2), 229-248.
  36. Paruthi, M., Kaur, H., Islam, J. U., Rasool, A., & Thomas, G. (2023). Engaging consumers via online brand communities to achieve brand love and positive recommendations. Spanish Journal of Marketing-ESIC, 27(2), 138-157.
  37. Rahmah, Z. The Influence of Instagram Marketing on Customer Purchase Intention through Customer Inspiration, Proceedings of the International Conference on Industrial Engineering and Operations Management Manila, Philippines, March 7-9, 2023 (Study on Telkomsel Postpaid in Java, Indonesia).
  38. Ryan, R. M., & Deci, E. L. (2000). Self-Determination Theory and the Facilitation of Intrinsic Motivation, Social Development, and Well-Being. American Psychologist, 55(1), 68–78.
  39. Saha, M., & Mukherjee, D. (2022). The role of e-service quality and mediating effects of customer inspiration and satisfaction in building customer loyalty. Journal of Strategic Marketing, 1-17.
  40. Sheng, H., Yang, P., & Feng, Y. (2020). How to inspire customers via social media. Industrial Management & Data Systems, 120(6), 1041-1057. doi:10.1108/IMDS-10-201 9-0548.
  41. Shirmohammadi, Y., & Fakharinia, M. (2022). Investigating the impact of augmented reality technology on the psychological and behavioral inspiration of online store customers. Growth and Technology Quarterly, 71(18), 21-32.
  42. Song, S., Yao, X., Zhao, Y. C., & Ba, Z. (2024). Get inspired and pay for the goods: An investigation of customer inspiration and purchase intention in livestream shopping. Journal of Retailing and Consumer Services, 78, 103750.
  43. Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: Development and validation of a scale. Journal of Marketing Research, 46(1), 92–104.
  44. Thrash, T. M., & Elliot, A. J. (2003). Inspiration as a psychological construct. Journal of Personality and Social Psychology, 84(4), 871–889. doi:10.1037/0022-3514.84.4.871.
  45. Thrash, T. M., & Elliot, A. J. (2004). Inspiration: Core characteristics, component processes, antecedents, and function. Journal of Personality and Social Psychology, 87(6), 957–973. doi:10.1037/ 0022-3514.87.6.957.
  46. Tanjung, V., Susanto, Y. B., & Rusdianto Berto, A. (2023). Developing customer inspiration in XYZ retail stores. Journal of Management and Financial Sciences, (47), 35-49.
  47. Valmohammadi, C., Taraz, R., & Mehdikhani, R. (2023). The effects of brand community identification on consumer behavior in online brand communities. Journal of Internet Commerce, 22(1), 74-96.
  48. Wang, Y. B., & Ho, C. W. (2024). Dose Online Brand Community Help Brands Increase Loyalty?-The Impact of Customer Citizenship Experience. Journal of Business, 12(1), 60-66.
  49. Wartiovaara, M., Lahti, T., & Wincent, J. (2019). The role of inspiration in entrepreneurship: Theory and the future research agenda. Journal of Business Research, 101, 548-554.
  50. Winterich, K. P., Nenkov, G. Y., & Gonzales, G. E. (2019). Knowing what it makes: How product transformation salience increases recycling. Journal of Marketing, 83(4), 21-37.
  51. Wirtz, J., Den Ambtman, A., Bloemer, J., Horváth, C., Ramaseshan, B., Van De Klundert, J., & Kandampully, J. (2013). Managing brands and customer engagement in online brand communities. Journal of service Management, 24(3), 223-244.
  52. Wissen, S., & Anatan, L. (2023). THE INFLUENCE OF CUSTOMER INSPIRATION ON SOCIAL MEDIA MARKETING TOWARD ARCHITECTURAL SERVICE PURCHASE INTENTION. Jurnal Manajemen dan Kewirausahaan, 25(1), 13-24.
  53. Wu, L., Fan, A., & Wang, P. (2023). How Inspiring! The Impact of Repurposed Design on Customer Inspiration and Repurchase Intention. Journal of Hospitality & Tourism Research, 10963480231182980.
  54. Xia, W., & Wai Li, L. M. (2024). When and how to share? The role of inspiration. The Journal of Social Psychology, 164(3), 336-350.
  55. Xie, L., Liu, X., & Li, D. (2022). The mechanism of value cocreation in robotic services: customer inspiration from robotic service novelty. Journal of Hospitality Marketing & Management, 31(8), 962-983.
  56. Yang, P., Sheng, H., Yang, C., & Feng, Y. (2024). How social media promotes impulsive buying: examining the role of customer inspiration. Industrial Management & Data Systems, 124(2), 698-723.
  57. Yuan, D., Lin, Z., Filieri, R., Liu, R., & Zheng, M. (2020). Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement. Journal of Business Research, 115, 38-47.
  58. Zhou, F., Zhang, N., Wang, N., & Mou, J. (2023). Design affordance in VR and customization intention: Is customer inspiration a missing link?. Technological Forecasting and Social Change, 192, 122594