The impact of participation in virtual brand communities on consumer trust and loyalty: The case of free software

Purpose – The importance of virtual brand communities is growing day by day as a result of consumers increasingly using online tools to contact fellow consumers in order to get information on which to base their decisions. For this reason, this work aims to explore some of the effects of participation in a virtual brand community on consumer behaviour.Design/methodology/approach – The paper proposes the positive effects of participation in a virtual community on both consumer trust and loyalty to the product, brand or organisation around which the community is developed. In addition, it also proposes a positive effect of trust on consumer loyalty. After the validations of measurement scales, the hypotheses are contrasted through structural modelling.Findings – The data, obtained through a web survey using members of several free software virtual communities, show that participation in the activities carried out in a virtual community may foster consumer trust and loyalty to the mutual interest of the comm...

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