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.
| Original language | English |
|---|---|
| Pages (from-to) | 258-263 |
| Number of pages | 6 |
| Journal | Proceedings of the International Conference on Electronic Business (ICEB) |
| Volume | 2017-December |
| Publication status | Published - 2017 |
| Externally published | Yes |
| Event | 17th International Conference on Electronic Business: Smart Cities, ICEB 2017 - Al Barsha, Dubai, United Arab Emirates Duration: Dec 4 2017 → Dec 8 2017 |
Keywords
- Identifiability
- Network ties
- Online brand community
- Participative behaviour
- Sense of belonging
ASJC Scopus subject areas
- General Business,Management and Accounting
- General Computer Science