Abstract
The behavior of consumers in virtual community varies according to the types of the community they feel belonged to. The study may not only be conducted to understand what drives consumers to participate in the virtual brand community but may also seek to understand how members could get themselves with the community. The finding indicates that hedonic benefit is the strongest stimulus, which links to higher engagement. Though economic motive and product learning are not found to have a significant effect on sharing and commenting behavior; they are considered inherent. From theoretical contribution, the papers also provide strategic marketing directions to promote virtual community engagement.
Highlights
Social media has proven to be an effective channel which influences consumers’ brand perception and consumption behavior (Munnukka, Karjaluoto, & Tikkanen, 2015)
Hedonic benefit, and product learning were adapted from Shi et al (2016) and Huang (2012), while specific Facebook behaviors, like, share and comment were adapted from Kabadayi and Price (2014), Malik et al (2016) and Gummerus et al (2012) using 5-liker scales
The findings provide a considerable insight on stimuli which drive Facebook users to participate in brand community and its consequences that influence common specific behaviors
Summary
Social media has proven to be an effective channel which influences consumers’ brand perception and consumption behavior (Munnukka, Karjaluoto, & Tikkanen, 2015). A brand can reach a large number of potential segments with low promotional costs through enhanced virtual community (Flavián & Guinalíu, 2005), and subsequently produce a favorable outcome (Sotheara, Jing, & Yat, 2016). Previous studies defined brand community as non-geography with a shared identity, a sense of moral responsibility and commitment toward a brand (Flavián & Guinalíu, 2005; Muniz & O'guinn, 2001; Ouwersloot & Odekerken‐Schröder, 2008), and/or connected to a product. Members of brand communities perform two particular loyalty behavior, loyalty toward the preferred brand and oppositional loyalty toward competing brand (Thompson & Sinha, 2008). People perform these behaviors when they meet and talk about the brand in a group meeting or any particular events provided by the brands or companies. Members or fans may participate such community activities just one click on social networking sites
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