Abstract
Online brand communities (OBC) are growing in number and becoming an increasingly important interface where marketers can effectively facilitate the relationship between their brand and consumers. A qualitative study using a four-month netnography over three OBCs followed by focus groups with OBC members explored the dynamics of social capital in these communities. Findings indicate that social capital is an important driver in the success of OBCs, and all the elements of social capital including a shared language, shared vision, social trust and reciprocity are evident. Moreover, results from this study indicate that these elements are crucial in developing the network ties that are integral to building loyalty and brand equity.
Highlights
In an internationally competitive market, a company’s brand is its most valuable asset and increasing and retaining loyal customers is key to long-term success
As social capital facilitates interaction within an Online brand communities (OBC) and usability and sociability are critical to the ongoing success of an OBC, these findings suggest social capital plays a significant role in the success of an OBC
As these outcomes are considered critical to the ongoing success of an OBC, social capital is key to their survival
Summary
In an internationally competitive market, a company’s brand is its most valuable asset and increasing and retaining loyal customers is key to long-term success. OBCs are online forums dedicated to a specific brand, where consumers gather, exchange information and socialise. Today they are more prevalent than ever before, yet research in this area is still limited. Successful OBCs such as the Apple Forum (Apple Support Communities 2018) connects Apple users from around the world and they share experiences and discuss products with like-minded others. The LEGO Corporation overtly seeks and harnesses consumer innovations and co-creation of new products through the LEGO online brand community. In this case, the OBC is an effective cocreative brand partner (Schau et al 2009). The brand stories created and shared by users through these OBCs influence existing brand community members and new ones, who become reassured in their perceptions and expectations of the brand with their involvement and gain trust towards the brand in the process (Islam et al 2018; Singh and Sonnenburg 2012)
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