Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory

FENG Xiao-liang; XU Yong-le; HE Kai

Volume 37 Issue 6

Nov. 2022

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Article Navigation > Journal of Guangdong University of Finance & Economics > 2022 > 37(6): 76-88

FENG Xiao-liang, XU Yong-le, HE Kai. Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(6): 76-88.

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FENG Xiao-liang, XU Yong-le, HE Kai. Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory[J]. Journal of Guangdong University of Finance & Economics, 2022, 37(6): 76-88.

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Product Publicity, Community Control and Brand Community Marketing: Based on Self-determination Theory

1.
School of Business Administration, Guangdong University of Finance and Economics, Guangzhou 510320
2.
School of Management, Jinan University, Guangzhou 510632; China

Received Date: 2022-03-08
Available Online: 2023-01-13
Publish Date: 2022-11-28

Abstract

Abstract

Brand community marketing has become an important means of enterprise market development in the era of social media. However, the rationality of the product publicity and community control strategies for brand community marketing is controversial. Some scholars argue that brand community should be dominated by users and should not become a tool for enterprises to sell products and control users, but this is contrary to the actual practice of enterprises. To interpret this controversy, this paper explores the influence of product publicity and community control strategies on user participation behavior based on self-determination theory.Through the combination of questionnaire data and behavioral data, it is found that although the community control strategy had a negative impact on user participation behavior, the negative effect of product publicity strategy was not found; in addition, user community identity had a moderating effect on community control strategy, and product publicity and community control strategies had a positive effect on users with high identity. The conclusions of this paper expand the rationality boundary of brand community marketing and provide theoretical recommendations for the practice of brand community marketing.
- brand community,
- product publicity,
- community control,
- user participation behavior,
- self-determination theory

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References(62)

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