Consumers’ Motivations to Participate in Virtual Brand Communities

Francisco J. Martínez-López, Rafael Anaya-Sánchez, Rocio Aguilar-Illescas and Sebastián Molinillo
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Francisco J. Martínez-López: University of Granada
Rafael Anaya-Sánchez: University of Malaga
Rocio Aguilar-Illescas: University of Malaga
Sebastián Molinillo: University of Malaga

Chapter Chapter 9 in Online Brand Communities, 2016, pp 141-161 from Springer

Abstract: Abstract The reasons that bring people to relate to other similar individuals, brands or organizations through communities are highly varied, depending on the type of person, what they hope to accomplish and the type of brand. In general, motives like seeking information, communication, establishing relationships and constructing an identity show up in most studies, but other more hedonistic characteristics, like leisure or reputation also lead to participation. When trying to identify and explain people’s motives for participation, various theories emerge, mainly from the fields of psychology and sociology, which offer their own view on this research question. In this chapter, we deal with the basic motivations that bring users to join virtual communities, especially virtual brand communities, as well as what intensifies their relationship, engagement and participation once they have joined. To go about this, we will first thoroughly explicate the different theories mentioned. Next, we summarize the main reasons highlighted by such theories for both online communities in general, and more specifically, for online brand communities.

Keywords: Social Identity; Online Community; Technology Acceptance Model; Virtual Community; Affective Commitment (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-24826-4_9

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DOI: 10.1007/978-3-319-24826-4_9

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