Global Journal of Business Management

Global Journal of Business Management ISSN 6731-4538 Vol. 5 (7), pp. 001-009, July, 2011. © International Scholars Journals

Full Length Research Paper

The personal and social motivation of customers’ participation in brand community

Badri Munir Sukoco and Wann-Yih Wu

¹Department of Management, Airlangga University, Airlangga Rd. 4-6, Surabaya, Indonesia 60286, Indonesia.

^{2Department of Business Administration, National Cheng Kung University, University Road 1, Tainan, Taiwan.} 

Accepted 8 March, 2011

Abstract

Previous studies of brand community (BC) have not specifically discussed customers’ motivation to identify and integrate into BC. Based on a motivation, opportunity, and ability (MOA) perspective, this study proposes there are two major consumer motivations: self- and social-related motivation. Self-related motivation consists of enjoyment and knowledge, while social-related motivation consists of affiliation and social status. These motives, along with the opportunity and ability that customers have, influence their integration into BC. Based on extensive interviews with community members and leaders, this study validates the proposed model through quantitative methods. The findings indicate that self- and social-related motivation play significant roles in members’ identification and integration related to BC. Moreover, opportunity and ability also interact with these motives.

Key words: Self-related motivation, social-related motivation, opportunity, ability, social identity, brand community.