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Consumers’ Motivations to Participate in Virtual Brand Communities

In: Online Brand Communities

Author

Listed:
  • Francisco J. Martínez-López

    (University of Granada
    Open University of Catalonia)

  • Rafael Anaya-Sánchez

    (University of Malaga)

  • Rocio Aguilar-Illescas

    (University of Malaga)

  • Sebastián Molinillo

    (University of Malaga)

Abstract

The reasons that bring people to relate to other similar individuals, brands or organizations through communities are highly varied, depending on the type of person, what they hope to accomplish and the type of brand. In general, motives like seeking information, communication, establishing relationships and constructing an identity show up in most studies, but other more hedonistic characteristics, like leisure or reputation also lead to participation. When trying to identify and explain people’s motives for participation, various theories emerge, mainly from the fields of psychology and sociology, which offer their own view on this research question. In this chapter, we deal with the basic motivations that bring users to join virtual communities, especially virtual brand communities, as well as what intensifies their relationship, engagement and participation once they have joined. To go about this, we will first thoroughly explicate the different theories mentioned. Next, we summarize the main reasons highlighted by such theories for both online communities in general, and more specifically, for online brand communities.

Suggested Citation

  • Francisco J. Martínez-López & Rafael Anaya-Sánchez & Rocio Aguilar-Illescas & Sebastián Molinillo, 2016. "Consumers’ Motivations to Participate in Virtual Brand Communities," Progress in IS, in: Online Brand Communities, chapter 0, pages 141-161, Springer.
    • Handle: RePEc:spr:prochp:978-3-319-24826-4_9
    DOI: 10.1007/978-3-319-24826-4_9
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