Do online brand communities help build and maintain relationships with consumers? A network theory approach

Abstract

This study examines how structural aspects of online brand communities can contribute to the brand building capacity of the community using network theory. Predictions about the degree to which various structural factors are associated with emotional attachment to the community and other outcome measures are made. Results show that several structural characteristics play an important role in creating emotional attachment and contributing to relationship maintenance. Thus, the findings support the use of network theory for understanding how brand communities operate. It is also found that certain structural factors have a profound impact on attachment to the community and intention to re-purchase the brand. Theoretical and managerial implications are discussed. © 2011 Macmillan Publishers Ltd.