Brand Community Motives and Engagement: The Impact of Gender

Abstract

Brand communities are of great interest to marketers, and motivating participation in these communities has been explored from many different perspectives. The current study examined how men and women differ in the motives (i.e., entertainment, receiving and sharing information, social integration, self-discovery, and status enhancement) behind their behavior rather than the more often discussed difference between men and women regarding actual behavior and attitudes. A survey sample (N = 195) was collected to explore this, and the data were analyzed with PLS-SEM. The model of participation motives for women was compared to the model for men, and differences (and similarities) were analyzed. The findings indicate that the genders have different motivations to participate in these brand communities. Specifically, the self-discovery and sharing information motives were significantly more important for males, while the social integration motive was significantly more important for females. However, the genders had no differences regarding entertainment, receiving information, and status enhancement motives.

Keywords:

• Gender
• motives
• brand community participation
• partial least squares (PLS) modeling

Disclosure statement

No potential conflict of interest was reported by the author(s)

Additional information

Funding

Social Sciences and Humanities Council of Canada (SSHRC), # 430-2018-00816