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Customer Interactions in Virtual Brand Communities: Evidence from China

Abstract Customer interactions in virtual brand communities (VBCs) have become a significant approach of value co-creation. Although VBCs have been examined in different contexts and perspectives, customer interactions in VBCs have been understudied, which limits our understanding of how to deliver favorable interaction experience in VBCs. This study develops an integrated framework for customer interactions and its key antecedents (i.e., needs). Drawing on the social identity theory, brand identity is incorporated to examine its contingent impacts on the influences of the needs on customer interactions. The framework is tested in the context of the brand community (i.e, Apple, China). Global implications, managerial implications and research implications are discussed.