Purpose This paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate competing predictions made by social identity theory and the group problem solving perspective of rumors....

Purpose: The purpose of this study is to investigate the effect of brand community participation on new product adoption when the new product is the one which clearly under-performed compared to industry standards. Design/methodology/approach: The data on participation behavior, membership...

Purpose: The purpose of this paper is to investigate the competing effects of brand community participation, which should enhance loyalty to both the brand and to already-owned products, against switching costs, which should make consumers sensitive about the financial costs associated with new...