Innovation from virtual brand community members may only be virtually effective
This study measures how effective crowdsourcing innovation from a virtual brand community (VBC) is for promoting brand attachment of members and non-members of that VBC. Experimental design is used to survey members and non-members of the website Marvel.com to measure brand attachment and affect toward an innovation of the company in the form of a comic book universe reset, a form of product innovation for this market. Mean difference testing and structural equations indicate that brand attachment is higher at a statistically significant level when measuring the interaction effect of innovation source x community membership; the less consumers know about the source of the innovation the better; knowledge that innovation is sourced from the VBC may be effective for increasing brand attachment of members of the VBC, but not for non-members, indicating that applying characteristics of traditional brand communities to VBCs may not be effective.
Barretta, P.G. and Fırat, A.F., 2022. Innovation from virtual brand community members may only be virtually effective. International Journal of Internet Marketing and Advertising, 16(1-2), pp.186-202. http://dx.doi.org/10.1504/IJIMA.2022.10045141
International Journal of Internet Marketing and Advertising
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