Abstract
This study aims at exploring the effects of customer’s personal factors and characteristics of brand community on customers’ behaviors in virtual brand community. The data were collected from customers of virtual brand communities in Vietnamese context via a survey. The data show that among the customer’s personal factors, customer ability has the largest impact on customer active behaviors in virtual brand community while customer motivation and opportunity have smaller significant influences on customer behaviors. Regarding the characteristics of virtual brand community, information quality posted in virtual community has the most dramatic effect on customer involvement in active behaviors. System quality is also relevant to customer behaviors, yet virtual interactivity and rewards are unrelated to customer activity involvement. With the findings, research shows useful suggestions for businesses in Vietnam in their efforts to understand the impact of customer behavior in the virtual community.
Highlights
A growing number of consumers use social networks to express and disseminate their knowledge, experiences, and opinions about products and services
Capitello et al (2014) examined social media strategies for brand visibility in wine Industry in Italy, and the results propose a conceptual approach that intergrate three dimensions including a business’s strategic orientation, digital-marketing strategy, and social media tactics
The results show that all of the variables have the Cronbach’s aphas of above .70, suggesting adequate reliability of the variables
Summary
A growing number of consumers use social networks to express and disseminate their knowledge, experiences, and opinions about products and services. The social network and sharing platform function as platforms to facilitate interaction among consumers and the formation of brand communities. Many enterprises created their brand fan pages in the social network as their virtual brand communities.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
