Extending lead-user theory to a virtual brand community: the roles of flow experience and trust

Accessing the Influence of Community Experience on Brand Loyalty Toward Virtual Brand Community: Developing Country Perspective

“…With the accelerated development of new-generation information technology, the connection between enterprises and consumers has migrated from real to virtual platforms, and virtual brand communities based on virtual platforms have emerged and attracted sufficient academic attention ( Hakala et al, 2017 ; Stoycheff et al, 2017 ; Wang et al, 2021 ). A virtual brand community is an online community based on social relationships and social connections among consumers of a brand that is not limited by geographic scope ( Ul Islam and Rahman, 2017 ; Kaur et al, 2020 ; Rubio et al, 2020 ).…”

“…Research has shown that traditional brand communities are mainly formed spontaneously by consumers, however, with the development of social media, companies are increasingly aware of virtual brand communities as an important tool to strengthen the connection between brands and consumers ( Yang et al, 2021 ), and more and more companies are taking the initiative to establish virtual brand communities ( Sylvia Christianti et al, 2021 ; Yang et al, 2022 ). The important goal of virtual brand communities is to create a platform for a series of consumer activities that strengthen the connection between brands and consumers and create brand loyalty among consumers ( Wang et al, 2021 ).…”

“…While these findings can reveal the positive aspects of community experiences, they struggle to reveal the differential impact of different dimensions of the community experience generated by community activities, limiting the usability of the study’s findings as they do not distinguish how the different components of this community experience affect consumers’ brand loyalty. Secondly, the existing literature generally agrees that consumer community identification of virtual brand communities is an important measure affecting their performance ( Xu and Li, 2014 ), but previous studies tend to focus on the impact of the degree of consumer participation in virtual brand communities on community identification or product attitude aspects, and as a result, the mechanism of the effect of consumer community experience on brand loyalty is ignored, However, previous studies have tended to focus on the effect of the level of consumer participation in virtual brand communities on community identification or product attitudes, and as a result, the mechanism of the effect of consumer community experience on brand loyalty has been overlooked, while actually creating brand loyalty is the value of establishing virtual brand communities for companies ( Krisvianti and Triastuti, 2020 ; Wang et al, 2021 ). Therefore, previous studies lacked research on the antecedents that lead to the creation of community identity and its impact results on brand loyalty.…”

Differences between end user innovators and embedded user innovators in diffusion channel selection: the moderating role of technological advances

“…Unlike peer diffusion, commercial diffusion entails a commercial transaction of property rights between the innovator and the adopter. The transaction raises the issue of ownership (Antorini and Muñiz, 2013; Lauritzen, 2017; Shah, 2006), and worries about opportunism and friction in communication arise when the transaction occurs for the first time (Wang et al , 2019). Moreover, end user innovators may need to learn the routines and legal procedures involved in the transaction in the target product industry, and this learning effort could intensify their worries (Nielsen and Nielsen, 2009).…”

Evaluating the Impact of Community Experience on Purchase Intention in Online Knowledge Community

“…User experience can improve the quality of the online knowledge community and the value of the experience in participating in an online knowledge community, and this value, built on brand experience, can contribute to the growth of the online knowledge community (Sun, 2020 ). Research suggests that as the environment changes, the focus of economic activity is no longer on output, but on consumption in the form of experiences, and consumers focus on the pursuit of sensations and expect to enjoy the cascade of immersive experiences that companies provide (Wang et al, 2021 ). In this situation, the online knowledge community, which provides users with experiential value, has a growing influence on users' brand identity.…”