Participation in virtual brand communities as an element of online consumer behaviour

Abstract

The Internet and the wide range of possibilities it had brought has revolutionized various elements of human life, including consumption-related behaviours such as obtaining information regarding products or the process of purchase and payment. An important role in these processes is played by the social media, where the consumers can exchange information with other users and gather knowledge about brands, especially through participation in groups called virtual brand communities. Virtual brand communities are groups connected by shared consumption patterns, in this case gathering around certain brands. Their field of operation are usually fanpages -- sub-sites of social networks which enable bilateral information exchange between brands and the consumers. The aim of this article is to present the popularity of participation in virtual brand communities among Polish Internet users in comparison with other consumption-related online behaviours, e.g. online shopping or the use of electronic banking. The basis for the paper was an empirical quantitative research, conducted with the use of survey technique among 650 Polish Internet users, of which 277 were members of virtual brand communities. The results indicate a moderate level of interest in brand communities' membership. On the other hand, online shopping and banking were proven to be an indispensable part of respondents' life.