Explaining behavior in brand communities
2016; Elsevier BV; Volume: 55; Linguagem: Inglês
ISSN
1873-7692
AutoresJeremy J. Sierra, Vishag Badrinarayanan, Harry A. Taute,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoGiven their societal presence, brand communities and tribes must, in some capacity, influence marketing strategy. With a player base exceeding 50 million and annual sales surpassing $12 billion, the massively multiplayer online role playing game (MMORPG) community is considered a burgeoning cultural and economic consumer segment. Yet, quantitative examination of MMORPG community members' consumptive processes is sparse. To help fill this research lacuna, the current study tests a sequential choice model of attachment, tribalism, and self-esteem on MMORPG-related behavioral outcomes. Using a sample 970 MMORPG players, support is offered for the posited model, indicating among others, that brand attachment antecedes MMORPG brand tribalism, which in turn, augments player self-esteem. Implications and future research directions are offered. MMORPG player communities mirror characteristics of brand communities.As with brands, attachment with MMORPGs engenders tribal bonds among players.Tribalism boosts self-esteem and thus, behaviors that support the community.Virtual product purchase, player recruitment, and word-of-mouth ensue.This study highlights player socialization and brand tribes in MMORPG communities.
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