The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

Abstract Today, companies must create brand community identification on social media in order to transition from traditional marketing to online marketing. This transition can increase advertising in online platforms, the customers’ trust in the brand and, ultimately, their refusal to buy and use rival brands in competitive online environments. This study investigates the effects of brand community identification on consumer behavior of online brand communities which consists of social media community users. The sample size includes 245 observations (Facebook, Instagram, and other social networks users) in Iran. After an in-depth review of the relevant literature, a conceptual model was developed and the proposed hypotheses were tested using Structural Equation Modeling technique. Results indicate that brand community identification in online brand communities has important and different effects on customer behavior, so companies could use it to support their online marketing strategies. Ultimately, companies would be able to create a unique sense in customers who avoid buying and using competitor brands.