Influence of brand community social responsibility on consumer citizenship behaviors: mediating role of collective self esteem

Purpose Drawing from social contagion theory, this study aims to clarify whether consumers become motivated to help a brand and its community when observing other members contributing to society. The authors also analyzed the boundary conditions and mechanisms of this process. Design/methodology/approach A mixed-method approach was used to test hypotheses. Study 1 collected survey data from Chinese automobile brand communities, which were analyzed by using partial least squares structural equation modeling. Study 2 conducted an experiment with a fictional Chinese smartphone brand community. Findings Results showed that brand community social responsibility influenced brand community citizenship behavior but did not directly influence brand citizenship behavior. Collective self-esteem respectively mediated the relationships between brand community social responsibility and both brand community citizenship behavior and brand citizenship behavior. Additionally, a sequential mediation mechanism was identified, where collective self-esteem and brand community citizenship behavior functioned as the first and second mediators. Furthermore, membership duration positively moderated the relationship between brand community social responsibility and collective self-esteem and moderated the mediation effects. Practical implications Brand community managers should conduct various social responsibility activities to elicit community and brand citizenship behaviors by cultivating ethical awareness. These activities should be tailored to the membership duration. Originality/value To the best of the authors’ knowledge, this study is the first to explore how brand community social responsibility cultivates community and brand citizenship behavior. It is also based on social contagion theory to demonstrate the sequential mediation mechanism.