Resumen

SANTARRIAGA PINEDA, María de los Dolores  y  SOTO RAMIREZ, Francisco Carlos. Motivations of visiting members of the virtual brand communities through social networks and its relation with purchase intention, recruitment and worth of mouth. Perspectivas [online]. 2019, n.44, pp.73-100. ISSN 1994-3733.

The virtual brand communities emerge as an alternative of interaction between members, who voluntarily belong, coexist and interact with each other and the companies, strengthening loyalty ties towards the preferred brands. The objective of this research is to identify the factors that motivate participants to join a virtual brand community. Using a self-administered questionnaire to a representative sample of 259 individuals from the Apple brand community, on Facebook. The study provides evidence that the primary motivation is the search for information, followed by brand likeability. Knowing these motivations, helps small and medium entrepreneurs to define a successful strategy of brand communities in social networks. Regression models were conducted to find the relationship between the primary motivations of visit, with the intention of purchase, recruitment and word of mouth recommendation, the findings indicate that visiting motivations are indicators in the prediction of purchase intention, recruitment and word of mouth recommendation.

Palabras clave : Virtual Brand community; Visit motivations; Purchase intention; Recruitment; Word of mouth.

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