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INTRODUCTION
Recent advances in technology have facilitated the creation of a new type of social network in which there is an increase in interaction between consumers (Wellman, 1999). Through the online community, consumers have become able to change their relationship with companies (Prahalad and Ramaswamy, 2003). Much research on online communities has focused on how to attract consumers to communities (for example, Muniz and O'Guinn, 2001). Today, interest has shifted toward online communities as a means to develop and maintain relationships with the consumers. A strong online community can help build brand loyalty and also can be useful to a company in a crisis situation, as it can provide a medium for communication with loyal customers.
Interestingly, several current online communities that have a large number of members have relatively low ratings on visiting frequency and number of posted items. For example, an automobile community in Korea has almost 8000 members, but averages just 20 site visits per day. This example illustrates that high numbers of registered members does not necessarily mean an online community has fostered successful relationships. Brand communities that have many members, but have failed in maintaining active relationships may make little impact.
This research expands on past studies by applying network theory to examine the structural characteristics of brand communities and how they affect online community development, and ultimately loyalty to the brand. Specifically, the study examines how emotional attachment and other measures are facilitated by various structural characteristics of an online brand community. This article contributes to the literature by demonstrating how network theory can be applied in order to better understand how brand communities operate. The article is also designed to make a managerial contribution, as a better understanding of the structural properties of a brand community can help companies build and maintain relationships, address crises and build brands.
THEORETICAL BACKGROUND AND HYPOTHESES
Brand communities
For many years, consumer communities have existed in the market, but they have normally faced geographical limitations. Enhanced communication channels are now connecting consumers based on a variety of factors, including common products, skills, interests and lifestyles, without these geographical limitations. The internet has empowered virtual communities, which are now playing a part in restructuring the relationship between businesses and consumers (Hagel and Armstrong...