The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

Customer Engagement in Online Brand Community: A Bibliometric Analysis

“…Cluster 3: Social identity and commitment. In recent years, social identity theory has often been applied by researchers to explain consumer engagement behavior (Thompson et al, 2019;Valmohammadi et al, 2023). Tajfel (1978) defines social identity as "the value and affective meaning derived from being a member of a social group as part of the self-concept.…”

“…Therefore, a community member who identifies with an online brand community will take action to defend their brand community. Valmohammadi et al (2023) believe that brand community identification and brand community elements have a positive impact on consumers' positive behavior, brand trust, and brand loyalty. Consumer commitment is another factor researchers have focused on as an antecedent to active participation behavior (Zhang et al, 2021;Cai & Bae, 2023).…”

Model of Brand Community Identification on Brand Loyalty in a Human Brand’s Community: A Study of BTS ARMY on Weverse

“…Brand community identification is an act in which an individual is internalizing the shared value held by the community they are in [3] by equating themselves to the group norms and values [9]. When brand community identification happens, an individual can assess whether a community is "same as me" or "not me" [11].…”

“…Human value is described as the social and psychological aspects of consumer participation in a community. Based on the social identity theory, it is said a person join a brand community to fulfill their need of belonging as the community facilitates the exchange of resource and information that they want [3]. Through these exchanges, an individual could share their expertise in consuming and experiencing the brand by giving suggestion and recommendation, hence their image and social status are also increased as they are perceived as an "important" person.…”

“…It consisted of a customer-customer-brand triad which displays the relationship of a customer-to-customer and also customer-to-brand [2]. To a brand, a community can bring many short and long-term benefits such as a continuation of membership, positive word-of-mouth, active participation, brand loyalty, increase in market penetration, income, and committed customers [3]. Therefore, in 2020, a study of 155 brands from the United States, Aspire found that 70.4% of the respondents said that they already created a brand community, while the other 26.3% claimed to want one in the future.…”