A theoretical and empirical exploration of identification with virtual product communities

Author： Czaplewski Andrew J. Gruen Thomas W.

ISSN： 1477-5212

Source： International Journal of Internet Marketing and Advertising, Vol.1, Iss.2, 2004-05, pp. : 155-173

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Abstract

This paper examines, both theoretically and empirically, the impact of a participant's identification with a virtual community. This extends previous research in marketing that has examined identification in membership and customer-company scenarios to the virtual communities. Antecedents to identification that are examined include the length and extent of contact with the community, as well as the degree to which the community fulfils the member's expectations. Outcomes include the participant's intentions towards the specific product the community was formed around as well as the brand of the product. Findings show that length of contact, extent of contact, and satisfaction with the virtual product community significantly impact on the participant's level of identification. Moreover, identification was found to impact positively on intentions towards the product, but this does not carry over to the brand. Theoretical and managerial implications are considered.