An explorative study of Korean consumer participation in virtual brand communities in social network sites

Yongjun Sung, Yoojung Kim, Ohyoon Kwon, Jangho Moon

Research output: Contribution to journalArticlepeer-review

88 Citations (Scopus)

Abstract

The importance of virtual brand communities in social network sites has received increasing attention from both academia and industry. In surveying a sample of 333 virtual brand community members in Korean social network sites, the current study provides a baseline understanding of the antecedents and consequences of virtual brand communities. The findings here suggest that members of brand communities have six primary social and psychological motives for engaging in virtual community activities: interpersonal utility, brand loyalty, entertainment seeking, information seeking, incentive seeking, and convenience seeking. Our findings also indicate that members of consumer versus marketer-generated brand communities show both similarities and differences in terms of the extent of community participation and the levels of community commitment, satisfaction, and future intention. Our findings provide useful managerial implications for marketers who want to tap into the huge communication potential of this new marketing communication tool and medium, as they offer insight into the proactive role of consumers in today's marketplace.

Original languageEnglish
Pages (from-to)430-445
Number of pages16
JournalJournal of Global Marketing
Volume23
Issue number5
DOIs
Publication statusPublished - 2010 Nov
Externally publishedYes

Keywords

  • Korea
  • Online brand community
  • Social network sites
  • Virtual brand community

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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