A Framework for Examining Virtual Brand Community Effectiveness

Sai-Keong Chan
(Infrastructure University Kuala Lumpur, Unipark Suria, Jalan Ikram-Uniten, 43000 Kajang, Selangor Darul Ehsan, Malaysia)

Abstract: Virtual community (VC) has been expected to be a potentially powerful way to increase customer loyalty. Marketers are spending significance resources as to tap into this market. But there are issues on what kind of benefit that they can get from those investments and how they can attract and sustain the community? This study is attempts to integrate the TAM and IS Success Model in examining the satisfaction and effectiveness of a VC. Technological features that drive the VC usage and user satisfaction are identified. Brand loyalty is place as the outcome of the system usage and user satisfaction which is considered more appropriate indicator of VC effectiveness. It is hoped that these insights will contribute to the wider understanding pertaining to the VC satisfaction and brand loyalty.

Key words: virtual communities; satisfaction; loyalty; TAM; IS success model

JEL code: M31