Competition in the global market is driving companies to find innovative approaches to
business. The Internet explosion resulted in the transition from physical business places …

Purpose There is limited research examining social drivers and mediators of online brand
community identification in the context of business models development. This study aims to …

Purpose Online brand communities provide a wealth of insights about how consumers
perceive and talk about a brand, rather than what the firm communicates about the brand …

Purpose–The purpose of this paper was to explore the role knowledge sharing plays in both
firm-sponsored (FS) and user-generated (UG) Online Brand Communities (OBCs) on …

Originally, human communities were comprised of people who shared a value system and
interpersonal trust (Wiegandt, 2009). The basic motive for belonging to a community has …

Brand community engagement is evolving as a prominent relationship marketing variable
that yields promising outcomes for the firms. Drawing upon the relevant premises of social …

Purpose–Given the dramatic technology‐led changes that continue to take place in the
marketplace, researchers and practitioners alike are keen to understand the emergence and …

Purpose–The emergence and success of online brand communities in the marketplace have
attracted considerable interest; this study seeks to determine the conditions in which people …

Purpose This paper aims to investigate the different types of members based on their roles
within an online brand community dedicated to Apple. Design/methodology/approach …

Online communities formed around brands are called online brand communities. Over the
past few years, rapid advancements in information technology, especially the Internet, have …