Welcome to Francis Academic Press

Academic Journal of Business & Management, 2022, 4(17); doi: 10.25236/AJBM.2022.041702.

The Impact of Virtual Brand Community Atmosphere on Extroverted Knowledge Co-creation


Jingyi Tang

Corresponding Author:
Jingyi Tang

School of Business, Nanjing Normal University, Nanjing, China


With the continuous development of the Internet and community economy, more and more companies are establishing virtual brand communities to attract customers to participate in corporate knowledge co-creation. This study explores the mechanism of virtual brand community atmosphere on customers' participation in extroverted knowledge co-creation using community belonging as a mediating variable, and finds that: The free, sharing, supportive, rewarding, and innovative atmosphere of virtual brand community have significant positive effects on extroverted knowledge co-creation; community belonging plays a mediating role in it.


virtual brand community atmosphere; community belonging; extroverted knowledge co-creation

Cite This Paper

Jingyi Tang. The Impact of Virtual Brand Community Atmosphere on Extroverted Knowledge Co-creation. Academic Journal of Business & Management (2022) Vol. 4, Issue 17: 6-10. https://doi.org/10.25236/AJBM.2022.041702.


[1] Thumin F J, Thumin L J. The measurement and interpretation of organizational climate[J]. The Journal of psychology, 2011, 145(2): 93-109.

[2] Litwin G H, Stringer R A. Motivation and organizational climate[J]. American Journal of Sociology, 1968, 82(4):1220-1235.

[3] Kohler C F , Rohm A J , Ruyter K D , et al. Return on Interactivity: The Impact of Online Agents on Newcomer Adjustment[J]. Journal of Marketing, 2011, 75(2):93-108.

[4] Eroglu S A, Machleit K A, Davis L M. Atmospheric qualities of online retailing: A conceptual model and implications[J]. Journal of Business Research, 2001, 54(2):177-184

[5] Dong X.B., Chang Y.P., Xiao L. The impact of virtual brand community atmosphere on brand loyalty[J]. Journal of Management, 2018, 15(11):1697-1704.

[6] Wang Duanxu, Hong Yan. A study on the mediating mechanism of organizational climate affecting employees' creativity [J]. Journal of Zhejiang University (Humanities and Social Sciences Edition), 2010(9).

[7] Mcmillan D W, Chavis D M. Sense of community: A definition and theory [Special Issue: Psychological Sense of Community, I: Theory and Concepts[J]. Journal of Community Psychology, 1986, 14(1):6-23.

[8] Fan Jun, Nie Jinjun. Online enterprise-customer interaction,knowledge co-creation and new product development performance [J]. Research Management, 2016, 37(1):9.

[9] Martínez-López F J, Anaya-Sánchez R, Molinillo S, et al. Consumer engagement in an online brand community[J]. Electronic Commerce Research and Applications, 2017, 23: 24-37.

[10] Hoeffler S, Keller K L. Building brand equity through corporate societal marketing[J]. Journal of Public Policy & Marketing, 2002, 21(1): 78-89.

[11] Bock G W, Zmud R W, Kim Y G, et al. Behavioral intention formation in knowledge sharing: Examining the roles of extrinsic motivators, social-psychological forces, and organizational climate[J]. MIS quarterly, 2005: 87-111.

[12] Kaya N, Koc E, Topcu D. An exploratory analysis of the influence of human resource management activities and organizational climate on job satisfaction in Turkish banks[J]. The international journal of human resource management, 2010, 21(11): 2031-2051.

[13] Thompson S A, Sinha R K. Brand communities and new product adoption: The influence and limits of oppositional loyalty[J]. Journal of marketing, 2008, 72(6): 65-80.

[14] Wolter J S, Bock D, Smith J S, et al. Creating ultimate customer loyalty through loyalty conviction and customer-company identification[J]. Journal of Retailing, 2017, 93(4): 458-476

[15] Shan, Jingjing. Community Belonging and Community Satisfaction [J]. Urban Issues, 2008(03):58-64.