Reducing social loafing in online brand communities: Insights from social exchange theory

• Rujing Hou

  Tianjin University of Technology and Education

• Chubing Zhang

  Tianjin University of Finance and Economics

We applied social exchange theory to our investigation of how different types of social support (informational, emotional, esteem, network) influence social loafing in online brand communities through psychological ownership and community commitment. We used a questionnaire to collect data from 315 participants, then tested the research model with partial least squares structural equation modeling. Results show that the four types of social support had different effects on psychological ownership and community commitment, which, in turn, influenced social loafing. Further, community commitment mediated the effect of psychological ownership on social loafing. Our results extend social loafing theory and provide guidelines for reducing social loafing in online brand communities.

1. Rujing Hou, Tianjin University of Technology and Education
   School of Economics & Management
2. Chubing Zhang, Tianjin University of Finance and Economics
   Business School

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