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Innovation from virtual brand community members may only be virtually effective

Author

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  • Paul G. Barretta
  • A. Fuat Fırat

Abstract

This study measures how effective crowdsourcing innovation from a virtual brand community (VBC) is for promoting brand attachment of members and non-members of that VBC. Experimental design is used to survey members and non-members of the website Marvel.com to measure brand attachment and affect toward an innovation of the company in the form of a comic book universe reset, a form of product innovation for this market. Mean difference testing and structural equations indicate that brand attachment is higher at a statistically significant level when measuring the interaction effect of innovation source x community membership; the less consumers know about the source of the innovation the better; knowledge that innovation is sourced from the VBC may be effective for increasing brand attachment of members of the VBC, but not for non-members, indicating that applying characteristics of traditional brand communities to VBCs may not be effective.

Suggested Citation

  • Paul G. Barretta & A. Fuat Fırat, 2022. "Innovation from virtual brand community members may only be virtually effective," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 16(1/2), pages 186-202.
    • Handle: RePEc:ids:ijimad:v:16:y:2022:i:1/2:p:186-202
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