Purpose

This study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.

Design/methodology/approach

To achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.

Findings

The results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.

Originality/value

OBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

中文翻译：

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在线品牌社区参与和品牌传播：年龄、性别和会员数量的作用

目的

本研究旨在调查在线品牌社区 (OBC) 参与和品牌传播的关键作用：年龄、性别和会员数量的作用。

设计/方法论/途径

为了实现该研究的目标，我们对 303 名活跃的 Facebook OBC 用户进行了调查。 AMOS 结构方程模型 (SEM) 用于检验假设模型。

发现

结果表明，OBC 参与可以改善品牌传播。具体来说，结果表明年龄、性别和 OBC 会员数量调节 OBC 参与度和品牌传播之间的关系。有趣的是，这项研究发现，女性、年轻和低 OBC 追随者消费者比男性、年长和高 OBC 追随者消费者对滋养品牌传播的贡献更大。

原创性/价值

OBC 参与度被验证为关键的品牌传播驱动力，进一步证实了其作为关键战略指标的作用。此外，年龄、性别和 OBC 会员数量作为 OBC 参与度和品牌传播（口碑推荐、品牌防御和未来购买）之间关联的调节因素已得到验证。尽管研究结果表明，提高 OBC 参与度有助于传福音，但这种效应在女性、年轻和低 OBC 追随者中比男性、年长和高 OBC 追随者更显着。