Facebook brand community bonding: The direct and moderating effect of value creation behaviour

Abstract

The present research deepens in the understanding of brand bonding in Facebook brand communities, drawing on value creation behaviours, the parasocial interaction paradigm and the attachment theory. Building up on these theories, our proposed conceptual model posits a direct relationship between value creation behaviour and brand community bonding, resulting from users’ interactions with other community members. The study also examines the moderating role of value co-creation behaviour on community members’ predispositions to develop emotionally based relationships with brands. The sample of the study consisted of 370 followers of brand Facebook pages and the model was assessed using PLS-SEM. The results confirm the posited direct and interaction effects, thus evidencing brand community involvement, attachment and advocacy as components of brand community bonding, and members’ value creation behaviour as its driver and moderator. Practical implications for online brand community managers are also provided.