Volume 29 Number 3, 2024

The Critical Role of Community Relationships in Community Identification:
Insights for Virtual Community Development

Kuei-Feng Chang ^a, PinHuan Wang ^b, Maxwell K. Hsu ^{c, *
a, b} School of Management, Guangzhou Xinhua University, Guangzhou, P.R. China
^a frank.c.nathan@gmail.com
^b 1121040682@qq.com
^*c Department of Marketing, University of Wisconsin-Whitewater, Whitewater, USA
hsum@uww.edu
 

ABSTRACT

Research objectives: This study aims to explore the realm of virtual community management and enrich the virtual community development literature by investigating the effects of strategic community management and the incorporation of community environmental mechanisms throughout various stages of virtual community evolution.
Methodology: The present study explores the environmental mechanism required within the business strategy to establish a tailored Virtual Brand Community (VBC). The present study first surveys the community literature and then introduces a horizontal developmental framework rooted in the management-relationship-behavior realm. This framework extends the research boundaries of consumer engagement in virtual community management and can aid in establishing vibrant and sustainable virtual communities. 
Conclusions: Barger et al. (2016) called for research to identify “comprehensive frameworks related to all of the antecedents and consequences of consumer engagement on social media” (p. 281). Accordingly, the present study introduces four stages of development and expansion for virtual communities (i.e., recruitment, consolidation, elitist period, and partner period) while identifying relevant business strategies for virtual community moderators. 
Implications: Interestingly, previous research on group identification has often overlooked the extent to which identification is constructed. An untapped potential is to illustrate customer relationship management in a virtual community, which may help entrepreneurs, especially those seeking to build a vibrant and sustainable virtual community. Additional implications are presented for the virtual community moderators’ consideration. 
Limitations: There lacks an empirical component to examine the extent to which variables such as level of education, native language, religion, and culture may help explain the engagement of the virtual community. These limitations present possibilities for future research to explore.

JEL Classification: M2, M3 

Keywords: community identification behavior; virtual community expansion; virtual community management; virtual community relationships

Cite this article: 

Chang, K.-F., Wang, P.H., Hsu, M.K., 2024, The Critical Role of Community Relationships in Community Identification: Insights for Virtual Community Development, International Journal of Business, 29(3), 002. https://doi.org/10.55802/IJB.029(3).002