Augmenting brand community identification for inactive users: a uses and gratification perspective

Abstract

Purpose

In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the uses and gratification theory. Brand community identification is also expected to lead to higher levels of brand loyalty for these members.

Design/methodology/approach

This research reports the results of a quantitative with survey data from 389 members of a variety of different official Facebook pages.

Findings

The results reveal that inactive members of Facebook pages can be influenced to act in a way that is beneficial for a company. Perceived human and information value of the brand Facebook page lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand.

Practical implications

This paper provides suggestions to managers on the development of brand community value that can increase brand community identification and loyalty of apparently inactive brand community members.

Originality/value

By showing that brand community identification and loyalty exist for users with low activity levels, this research challenges the widely accepted idea that only highly active members are valuable in online brand communities. Specifically, it reveals the most important motivations for these members to identify with the community and be loyal to the brand.

Citation

Dessart, L. and Veloutsou, C. (2021), "Augmenting brand community identification for inactive users: a uses and gratification perspective", Journal of Research in Interactive Marketing, Vol. 15 No. 3, pp. 361-385. https://doi.org/10.1108/JRIM-11-2019-0191