The positive outcomes of a sense of virtual community

Authors:
Hanna-Kaisa Ellonen;Miia Kosonen;Anssi Tarkiainen;Lisbeth Tonteri
Affiliations:
Lappeenranta University of Technology, School of Business, P.O. Box 20, 53851 Lappeenranta, Finland;Lappeenranta University of Technology, School of Business, P.O. Box 20, 53851 Lappeenranta, Finland;Lappeenranta University of Technology, School of Business, P.O. Box 20, 53851 Lappeenranta, Finland;Lappeenranta University of Technology, School of Business, P.O. Box 20, 53851 Lappeenranta, Finland
Venue:
International Journal of Web Based Communities
Year:
2013

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Abstract

This study examines how an experienced sense of virtual community affects relationship-marketing-related outcomes. Based on social identity and relationship marketing theories, a research model is developed and structural equation modelling is used to test the relationships between a sense of virtual community, brand-loyalty intentions, brand-community intentions, and word-of-mouth intentions on a sample of 342 active members of a Finnish business-newspaper brand community. The findings suggest that a sense of virtual community strengthens brand-community, brand-loyalty and brand-related word-of-mouth intentions. Hence, the results imply that a sense of virtual community reflects positively on the brand hosting the online community and results in positive business-related outcomes.