Purpose This paper aims to investigate the different types of members based on their roles within an online brand community dedicated to Apple. Design/methodology/approach Design/methodology/approach Data are drawn from an 18-month netnographic study, including participant and non-participant...

Purpose The purpose of this paper is to investigate the effects of structural social capital, relational social capital and cognitive social on relationship satisfaction, and also to investigate how relationship satisfaction is associated with negative word-of-mouth and re-patronage intentions,...

Purpose The purpose of this paper is to understand the influence of online brand communities on customers’ attitude, who engage with such communities, and their further influence on purchase intention (PI). Design/methodology/approach A conceptual framework was developed by reviewing...