Social Identity in Consumer Community Research

Since the mid nineties, communities have experienced a renaissance, and have since risen in quantity and relevance. In the future, communities will be even more important for consumers, as well as for corporate management because they state a reaction due to the lack of traditional forms of collectivization. Additionally, human behavior is embedded in a network of interpersonal relations, and one of the main questions of social theory is how behavior, organizations, and institutions are affected by social relations. Prior research has already demonstrated that communities of consumption - characterized by high consumer knowledge and companionship - influence consumer behavior. Our research aims to contribute to this aspect of the community influence on consumer behavior by presenting social identity as a central variable in community research, distinctly effecting consumer behavior. Social identity explains group membership and the resultant relationship of each individual with the wider community and identity is defined by Tajfel (1982) as "the part of the individuals` self-concept which derives from their knowledge of their membership of a social group (or groups) together with the value and emotional significance attached to that membership". To conclude in more detail, the aim of this research project is divided in three parts: First we aim to contribute to social identity theory by extending and refining the conceptualization of its central construct based on a comprehensive literature review and differentiation from other, similar social-psychology constructs (e.g. sense of community). Secondly, we will apply social identity theory to the context of consumer behavior within small-group-brand communities and innovation communities in order to explain if and how social identity influences the specific behavior or community members. Finally, our goal is again to contribute to social identity theory by uncovering antecedents and consequences of social identity, as well as to innovation literature. The project is divided in three empirical studies and the methods we will apply integrate the quantitative approach of online and offline surveys using standardized questionnaires with closed-response questions, manipulation and priming, as well as comparing the main sample to a control group. Additionally, we will use tracked data presenting the connections and interactions among the community members. The analyses will incorporate exploratory factor analyses by the means of SPSS, confirmatory factor analyses using structural equation modeling with LISREL or AMOS, and the moderated mediation and mediated moderation approach. Finally, the tracked data can be used for social network analysis. Each study concludes stressing the contribution of our findings to marketing and social psychology literature, pointing out managerial implications and discussing directions for future research. The time needed for the entire research project is approximately one year. Regarding the dissemination strategy, we plan to develop and submit at least one paper out of each study and aim to publish in top international journals. Though, in a first step we intend to present our findings at international conferences of the specific research area. My research partner at the University of Michigan is Professor Richard P. Bagozzi - professor of marketing at the Stephen M. Ross School of Business and professor of social and administrative sciences at the College of Pharmacy - is one of the leading international researchers in the area of consumer behavior and especially social identity, as well as an expert of the intended applied methods. Therefore, he and the Stephen M. Ross School of Business - ranked among the top 15 world leading business schools in 2009 - represent the ideal research partner.