Author(s)

Haiqiong Wu ¹, Sihao Lu ¹

Affiliation(s)

¹ Faculty of Economics and Management, Guangxi Normal University, Guilin, China

Corresponding Author

Haiqiong Wu

ABSTRACT

In the context of open innovation, online communities have become the key place for enterprises to obtain user innovation. Exploring the path between user collectivity and lead userness in online communities will help enterprises cultivate user innovation ability, and absorb user innovation. Building a chain intermediary model between social capital and the number of user innovation between user collectivity and lead userness, while using data mining to obtain user data from online brand communities for the research. It is found that user collectivity significantly promote user userness. The number of user innovation plays an intermediary role between user collectivity and lead userness. Social capital and the number of user innovation play the intermediary role in the chain mediation between user collectivity and lead userness. It further explains the differences between social users and lead users in the community, providing a reference for enterprises to identify lead users and manage users.

KEYWORDS

Brand community, user collectivity, user innovation, lead userness

CITE THIS PAPER

Haiqiong Wu, Sihao Lu, The Effect of User Collectivity on Lead Userness in Online Brand Community. Financial Engineering and Risk Management (2025) Vol. 8: 160-171. DOI: http://dx.doi.org/10.23977/ferm.2025.080121.

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