Virtual Brand Community Experience, Identification, and Electronic Word-of-mouth

Abstract

Despite recognizing the importance of virtual brand community (VBC) and the existence of different types of electronic word-of-mouth (eWOM) behaviors (e.g., opinion giving, opinion passing and opinion seeking), the existing literature remains inadequate regarding the influences of VBC experiences and identification on eWOM. This study, incorporating stimulus–organism–response theory and related research, examines the influences of various VBC experiences (e.g., intellectual, sensory, entertainment, interactive, affective, and relational experiences) on the different types of eWOM behaviors, mediated via two different types of identification (i.e., brand identification and community identification). Data are collected using an online survey and analyzed using structural equation modeling. Results show that VBC experiences (with the exception of interactive experience) have a significant impact on brand identification and community identification. Moreover, community identification and brand identification distinctively affect the different types of eWOM behaviors. Theoretical and practical implications, limitations, and future research directions are discussed.