Customer Resource Integration in Virtual Brand Communities: Conceptual Framework Muhammad Dharma Tuah Putra Nasution, Endang Sulistya Rini, Beby Karina Fawzeea Sembiring and Amlys Syahputra Silalahi
Doctoral Program in Management Science
Faculty of Economics and Business
Universitas Sumatera Utara, Medan, Indonesia
Muhammad Dharma Tuah Putra Nasution dharmatuah[at]gmail.com
*Corresponding author: Dr. Endang Sulistya Rini, SE., M.Si, endang.sulistya[at]usu.ac.id
Dr. Beby Karina Fawzeea Sembiring, SE.,M,Si beby[at]usu.ac.id
Dr. Amlys Syahputra Silalahi, SE., M.Si amlys.silalahi[at]gmail.com
Abstract
Although social media has been recognized to facilitate collaborative value creation, there are differences in perspectives on how to understand the process of integrating customer resources into the brand community on social media. To understand this perspective in depth, this study considers it necessary to identify the process of integration in virtual brand communities. Therefore, the purpose of this study is to explore and analyze the configuration of the resource integration process in the brand community on social media. Quantitative deductive analysis will be applied to this study. The proposed study utilized closed-ended questionnaires adopted from the relevant literature to confirm the measured instruments for analysis of descriptive and inferential statistics. It is anticipated that empirical data will address the following two research questions: First, how to configure the process of integrating customer resources into the virtual brand community on social media. Second, the effectiveness of customer interaction during the integration process into the virtual brand community and the discussion of the empirical results will be supported by previous studies, followed by a conclusion, implications, and theoretical and practical contributions.
Keywords: Resource integration, Mutually beneficial interaction, Social media brand community, Customer social participation
