Social capital: An influence on critical to success factors in online brand communities
Place of Publication
School of Business & Law
This study investigates the influence of social capital on the factors that are critical to continued participation in online brand communities (OBCs). The empirical investigation follows a structural equation modelling approach with data from 659 OBC members. Results indicate that social capital as a multidimensional construct represented by shared language, shared vision, social trust and reciprocity has a significant influence on an OBC members’ participative behaviour, their sense of belonging (SOB), network ties, perceived enjoyment and perceived ease of use; all of which ensure longevity of the community. Consequently, stakeholders can use this information to develop strategies that will ensure the ongoing success of their OBCs.