Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Exploring the motivations to participate in an online brand community: a study of 7–11-year-old children

Exploring the motivations to participate in an online brand community: a study of 7–11-year-old... The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement and actual behaviour within communities, rather than the motivations to participate with the OBC. This has ultimately limited what has been gleaned, both theoretically and managerially, from this important segment.Design/methodology/approachAn interpretive, longitudinal position is adopted, using a sample of 261 children (113 male and 148 female) from across the UK, using event-based diaries over a 12-month period, generating 2,224 entries.FindingsData indicate that children are motivated to participate in a brand community for four reasons: to support and ameliorate pre-purchase anxieties, resolve interpersonal conflicts, exact social dominance in terms of product ownership and perceptions of product knowledge and to actively engage in digitalised pester power. The study also reveals that certain motivational aspects such as conflict resolution and exacting dominance, are gender-specific.Research limitations/implicationsKnowledge of children’s motivation to engage with OBCs is important for marketers and brand managers alike as the data reveal markedly different stimuli when compared to known adult behaviours in the field. Given the nature of the study, scope exists for significant future research.Practical implicationsThe study reveals behaviours that will assist brand managers in further understanding the complex and untraditional relationships that children have with brands and OBCs.Originality/valueThis study makes a novel examination of a hitherto little-explored segment of consumers. In doing so, it uncovers the theoretical and practical characteristics of child consumers that contemporary, adult-focussed literature does not recognise. The paper makes an additional contribution to theory by positing four new behavioural categories relating to community engagement – dependers, defusers, demanders and dominators – and four new motivational factors which are fundamentally different from adult taxonomies – social hegemony, parental persuasion, dilemma solving and conflict resolution. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Exploring the motivations to participate in an online brand community: a study of 7–11-year-old children

Loading next page...
 
/lp/emerald-publishing/exploring-the-motivations-to-participate-in-an-online-brand-community-BoVq2Kd59C

References (202)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0309-0566
DOI
10.1108/ejm-09-2019-0730
Publisher site
See Article on Publisher Site

Abstract

The purpose of this research is to understand what motivates 7–11-year-old children to participate in online brand communities (OBCs). Prior research has concentrated on prescriptive product categories (games and gaming), predominantly adolescent groups and the social aspects of community engagement and actual behaviour within communities, rather than the motivations to participate with the OBC. This has ultimately limited what has been gleaned, both theoretically and managerially, from this important segment.Design/methodology/approachAn interpretive, longitudinal position is adopted, using a sample of 261 children (113 male and 148 female) from across the UK, using event-based diaries over a 12-month period, generating 2,224 entries.FindingsData indicate that children are motivated to participate in a brand community for four reasons: to support and ameliorate pre-purchase anxieties, resolve interpersonal conflicts, exact social dominance in terms of product ownership and perceptions of product knowledge and to actively engage in digitalised pester power. The study also reveals that certain motivational aspects such as conflict resolution and exacting dominance, are gender-specific.Research limitations/implicationsKnowledge of children’s motivation to engage with OBCs is important for marketers and brand managers alike as the data reveal markedly different stimuli when compared to known adult behaviours in the field. Given the nature of the study, scope exists for significant future research.Practical implicationsThe study reveals behaviours that will assist brand managers in further understanding the complex and untraditional relationships that children have with brands and OBCs.Originality/valueThis study makes a novel examination of a hitherto little-explored segment of consumers. In doing so, it uncovers the theoretical and practical characteristics of child consumers that contemporary, adult-focussed literature does not recognise. The paper makes an additional contribution to theory by positing four new behavioural categories relating to community engagement – dependers, defusers, demanders and dominators – and four new motivational factors which are fundamentally different from adult taxonomies – social hegemony, parental persuasion, dilemma solving and conflict resolution.

Journal

European Journal of MarketingEmerald Publishing

Published: Sep 2, 2021

Keywords: Consumer behaviour; Children; Online community; brand community; Event diaries; Consumer motivation

There are no references for this article.