6, pp. INTRODUCTION Social media such as Facebook, Twitter, MySpace and LinkedIn, have become popular online attraction sites for consumer interactions (Alharthey, 2020). 0000011786 00000 n 0000707389 00000 n For this reason, this work aims to explore some of the effects of participation in a virtual brand community on consumer behaviour. 0000007116 00000 n 832 39 The data, obtained through a web survey using members of several free software virtual communities, show that participation in the activities carried out in a virtual community may foster consumer trust and loyalty to the mutual interest of the community (the free software in this case). 0000002750 00000 n In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. Let’s look at 10 brand com­mu­ni­ties lead­ing the way. 0000706813 00000 n To rent this content from Deepdyve, please click the button. Abstract: This paper takes the increasingly popular virtual brand community as the research object, and proposes a conceptual framework of virtual brand community participation and its impact on brand loyalty. What’s fas­ci­nat­ing about each one is that each is unique­ly dif­fer­ent, offer­ing dif­fer­ent oppor­tu­ni­ties and incen­tives for con­sumers to par­tic­i­pate and engage. 0000706848 00000 n 0000004942 00000 n Thus, with the aim of moving on this topic, this study analyses empirically the effects of participation in a virtual brand community on consumer behaviour. The SAP Community Network (SCN) Definition of Virtual Brand Community: Refers to a group of individuals establishing relations between them in a platform provided by a specific brand. Once you have an active customer base engaging in your online brand community, you will have instant and continuous feedback. These social media create online communities that allow more dynamic roles in consumer to firm interaction and virtual presence. 0000002924 00000 n https://doi.org/10.1108/14684520710841766. – The importance of virtual brand communities is growing day by day as a result of consumers increasingly using online tools to contact fellow consumers in order to get information on which to base their decisions. 10 Exceptional Brand Communities 1. %PDF-1.6 %���� 0000004308 00000 n Data were collected thanks to a web survey using Spanish‐speaking subjects. xref 775-792. https://doi.org/10.1108/14684520710841766, Copyright © 2007, Emerald Group Publishing Limited. Consumer engagement in a virtual brand community: An exploratory analysis Most of the works that are focused on virtual communities have been conducted at the conceptual level. 2.2 Virtual Brand Community Virtual Brand Communities (VBCs) can be described as aggregations of consumers that occur on a virtual space due to their interest in a brand or product (Georgi & Mink, 2012), or the site[s] of complex brand meaning creation and consumption efforts (Muñiz & Schau, 2007). 832 0 obj <> endobj You may be able to access teaching notes by logging in via Shibboleth, Open Athens or with your Emerald account. 0000002411 00000 n 0000014703 00000 n In essence, a virtual brand community is a brand community that has been developed online with the characteristics of a virtual community. 0000706249 00000 n However, if your brand wants to diversify its communication strategy, build a virtual community. 0000003159 00000 n 31 No. If you think you should have access to this content, click the button to contact our support team. Despite Schau et al.’s (2009) pioneering research addressing consumers’ community engagement practices, scholarly understanding of the nature and dynamics characterizing consumers’ engagement practices in virtual (online) brand communities, and their inter-relationships, is limited to date.