Enhancing participation intentions in online brand communities

Abstract

PurposeThis study conceptualizes and validates a model of participation intentions in online brand communities by including perceived brand authenticity and consumer-brand relationship as its antecedents.Design/methodology/approachData were collected from different online brand communities' members. In total, 465 responses were analyzed through structural equation modeling.FindingsThe study's findings establish that the continuity, credibility, and integrity dimensions of perceived brand authenticity significantly strengthen the consumer-brand relationship, which ultimately influences the consumers' participation intentions in online brand communities.Research limitations/implicationsFuture research should examine the applicability of the proposed model to the customer-created online brand communities. Consumer participation intentions may be compared across product categories.Originality/valueThe findings contribute to the emerging and important area in marketing by highlighting the importance of brand authenticity and consumer-brand relationship in developing an urge to participate in online brand communities.