Research on the Influence of Social Presence on Brand Esteem in Virtual Brand Communities: The Mediating Role of Community Identity and The Moderating Role of Institutional Trust
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Abstract
This paper constructs a theoretical framework of the influence of Social Presence on Brand Esteem and explores the mechanism of the influence of others' virtual presence on members' attitude toward their community and brand in the context of Virtual Brand Community. The results show that the three dimensions of Social Presence have significant positive effects on Brand Esteem; Group Identity and Brand Identity play a partial mediating role in the influence of community members' Social Presence on Brand Esteem; Institutional Trust positively moderates the relationship between Brand Identity and Brand Esteem but does not play a moderating role in the relationship between Group Identity and Brand Esteem. The research conclusions of this paper enrich the research ideas of the influence of Social Presence in Virtual Brand Community on consumer Brand Esteem and provide theoretical contributions to the research of Social Presence and Brand Esteem.
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