Research objectives: Many studies address the issue of commitment in virtual communities. However, the relationship between the notion of commitment and online opinion leader has gray areas. This research aims to reveal and understand the nature - or forms - of commitment of members in virtual communities. Methodology: Four types of virtual communities were analyzed using a netnographic approach. Results: The results show that, in addition to brand commitment and community commitment, there is another type of commitment within the virtual community: commitment to the opinion leader. In addition, this research shows that engagement in virtual communities can be revealed through certain behavioral or attitudinal expressions. Managerial implications: These results therefore provide levers for managers to foster commitment in these online platforms. Originality: The demonstration of the role of opinion leader in formation of commitment in virtual communities. Keywords: virtual community, opinion leader, commitment, netnographie.
|Numéro||Décisions marketing - N°102|
|Date de parution||2021|
|Nombre de pages||152 pages|
|Format||180 x 260 mm|