Title

The antecedents and outcomes of identifiability in online brand communities

Document Type

Conference Proceeding

Publisher

University of Wollongong in Dubai

RAS ID

25698

Comments

Originally published as: Meek, Stephanie and Shen, Kathy, "The Antecedents and Outcomes of Identifiability in Online Brand Communities" (2017). ICEB 2017 Proceedings. 29. Original article available here

Abstract

User generated content is a fundamental aspect of an online brand community (OBC), therefore facilitating the continuance of knowledge sharing and social interaction is imperative to the success of the community. The purpose of this study is to investigate the influence of perceived identifiability on the factors that encourage ongoing participation in OBCs. Results indicate that perceived identifiability has a significant positive influence on an OBC members’ participative behaviour and sense of belonging. Whilst network ties have a significant positive influence on perceived identifiability and a sense of belonging all of which are factors shown to be critical to the ongoing success and sustainability of OBCs.

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