PENGARUH IDENTITAS SOSIAL DAN CO-CREATION TERHADAP NIAT BERPERILAKU ANGGOTA KOMUNITAS ONLINE VW: EFEK MODERASI NOSTALGIA
ABSTRACT: Developing
relationships with customers through brand community is the recent tool for
marketers for customer relationship management (CRM) program. The existence of
a community, especially virtual, depends on the members’ participation as well
as their recommendation to others. Previous studies indicate that members’
participation and recommendation depends on how deep is their identification
toward the community. This article argues that social identification itself is
not enough, unless the members engage in co-creation activities by exchanging
knowledge with other members (co-consumption) and producers (co-production).
Further, this article further argues that the effect of social identity on
members’ co-creation and behavioral intentions will be moderated by their
nostalgia proneness. We conducted survey among Volkswagen Indonesia
CyberCommunity (VICC) members as one of the legendary brand in Indonesia. The
results indicate that direct effect of social identity on members’ behavioral
intentions is greater than indirect effect through co-creation. The moderating
effect of nostalgia proneness is significant on the relationship between social
identity and behavioral intentions, in which the effect is larger when members’
identification is low. Managerial and academic implications are further
discussed in this paper.
Keywords: social identity,
co-creation, behavioral intentions, nostalgia proneness, and virtual brand
community
Penulis: Badri Munir Sukoco,
Untung Teko TP
Kode Jurnal: jpmanajemendd131224
