Developing a deeper understanding of positive word of mouth (WOM) in virtual brand communities through the moderator effect of community participation

Abstract

Objectives: The present study examines the links between psychographic homogeneity, availability of communication avenues, and involvement with the community, emotional brand connection and positive word of mouth. In our research framework, we include these latent variables to understand if they are core positive drivers in their relationship with positive word of mouth (WOM) behavior as the core relationship outcome. All these was studied in the context of virtual brand communities foster by the company. Methodology: Using empirical data from an on-line survey sent by email, a sample of 400 members of the virtual community Apple México, manage by the company were analyzed. The members were selected randomly. The questionnaire was developed using measures from previous empirical research. The structural model was empirically tested using CFA and hypotheses tested using Structural Equation Modeling (SEM) using AMOS. Contribution: The results extend previous research by showing a strong positive relation between latent constructs proposed in the study and their relationship with positive word-of-mouth (WOM).