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Factors Influencing Members’ Engagement with Virtual Brand Communities

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Online Brand Communities

Part of the book series: Progress in IS ((PROIS))

Abstract

The survival of a virtual brand community relies on its ability to attract potential members and convert them into active members of the community. Therefore, it is necessary to delve deep into the main factors that have been taken into account throughout the literature in order to explain the process of recruiting and retaining individuals of specific social groups, like virtual brand communities.

Throughout this chapter, therefore, we are going to flesh out the most influential variables in the process of long-term recruitment and retention of members in the field of virtual brand communities. Special attention is paid to the member’s engagement with the community, due to the benefits it presents: improved predisposition to continue participating in the community, increased trust of and commitment to the community and increased satisfaction and loyalty to both the community and the brand community.

Finally, we will briefly explore other noteworthy elements from relevant research such as promoters of attraction and continued participation of virtual brand community members, e.g., agreements or social norms, usability, visual aesthetic, entertainment, quality and recommendations.

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Authors and Affiliations

  1. Dept. Business Administration, University of Granada, Granada, Spain

    Francisco J. Martínez-López

  2. Marketing Group, Open University of Catalonia, Barcelona, Spain

    Francisco J. Martínez-López

  3. Dept. Economics & Business Administration, University of Malaga, Malaga, Spain

    Rafael Anaya-Sánchez, Rocio Aguilar-Illescas & Sebastián Molinillo

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  4. Sebastián Molinillo
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Martínez-López, F.J., Anaya-Sánchez, R., Aguilar-Illescas, R., Molinillo, S. (2016). Factors Influencing Members’ Engagement with Virtual Brand Communities. In: Online Brand Communities. Progress in IS. Springer, Cham. https://doi.org/10.1007/978-3-319-24826-4_10

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