Title: Co-consumption and co-production inside a brand community: a socio-cognitive perspective

Authors: Badri Munir Sukoco; Wann-Yih Wu; Hsih-Hsien Liu

Addresses: Department of Management, Airlangga University, Airlangga Rd. 4-6, Surabaya 60286, Indonesia ' Department of Business Administration, National Cheng Kung University, University Rd. 1, Tainan 701, Taiwan ' Department of Business Administration, National Cheng Kung University, University Rd. 1, Tainan 701, Taiwan

Abstract: This study adopts social cognitive theory to investigate knowledge sharing behaviour, co-consumption and co-production, among members inside a brand community. Moreover, this study proposes that members of such community form two general expectations from the community, self-related and socially related expectations. Responses from members of the Wii community indicate that markers of brand community as an environmental factor form members' expectations and enact knowledge sharing behaviour. Further, the results exhibit that socially related expectations positively influence knowledge sharing behaviour, while self-related expectations have opposite effects. In summary, this study demonstrates the relevance of brand community markers and members' expectations which provides a new perspective of knowledge sharing behaviour.

Keywords: brand communities; self-related expectations; socially related expectations; knowledge sharing; social cognitive theory; co-consumption; co-production; knowledge sharing behaviour; Wii community; brand community markers.

DOI: 10.1504/IJIMA.2016.076990

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.1/2, pp.113 - 126

Received: 02 Mar 2015
Accepted: 07 Oct 2015
Published online: 16 Jun 2016 *

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