Enhancing Relationships Through Online Brand Communities: Comparing Posters and Lurkers

This study establishes the importance of considering both posters (interactive members) and lurkers (non-interactive for a clearer understanding online brand communities. Based on organizational support theory social identity theory, this proposes model that illustrates impacts perceived in brands’ communities upon members’ community trust, leading to their positive behaviors toward (i.e., purchase intention, resistance negative information, word mouth) how these effects differ between lurkers. Using structural equation modeling, results reveal firm-hosted communities, recognizing contributions, encouraging interactions, providing quality information) relates satisfaction by fulfilling socioemotional needs (community identity) increases trust. Furthermore, multigroup analyses indicate significant differences paths trust Brand knowledge, members interact drive For posters, is driven sense interact. research advances literature shedding light scant knowledge It demonstrates from brands can improve posters’ lurkers’ relationships with itself. The findings provide actionable managerial recommendations regarding manage all (both lurkers)