Leveraging member-initiated online communities: the role of brand prominence, content authenticity and social capital

Abstract

Purpose – Member-initiated online communities (MIOCs), which provide platforms for members to exchange ideas on various topics, have been on the rise for years. Drawing on persuasion knowledge and social capital theory, this study aims to investigate how brand-generated posts in MIOCs – where brands are not the organizing principle – can foster positive word of mouth (WOM) for brands. Design/methodology/approach – The data were collected from a pilot study to investigate MIOC members’ perceptions of brand-generated posts in their community, a field experiment testing the effect of brand prominence on clicks generated and two online experiments exploring the impact of brand prominence and the underlying mechanism triggering positive WOM. Findings – The findings reveal that posts lower (vs higher) in brand prominence induce more positive WOM, a relationship mediated by perceived post authenticity. Social capital negatively moderates the effect of perceived post authenticity on WOM, highlighting the role of members’ bond with their MIOC for the effectiveness of brand-generated content in these communities. Research limitations/implications – Future research should explore other platforms, brand content dimensions and community types to enhance generalizability and capture potential negative outcomes. Practical implications – The study provides companies with actionable insights for engaging in MIOCs as a marketing channel to foster WOM while respecting community norms and member expectations. Originality/value – While prior research has explored participation dynamics in MIOCs, little is known about how brands can engage in these nonbrand-centered spaces. This study highlights the potential of brand-generated content to trigger positive WOM in MIOCs – where communication typically flows from members to members – and reveals key conditions for its success.