Online Brand Community: Co-Creation Value Perspective in Indonesia

This study focused on how consumer voice is affected by the online brand community experience and explored the connection between community engagement and community commitment. In particular, moderation function of community commitment and the mediating influence of community participation between community experience and customer voice was examined. The data taken from 150 respondents were analyzed using SEM-PLS. According to the study's findings, information experience and entertainment experience have significant effects on the customers promotive and prohibitive voice. Additionally, the results of this study demonstrated that community engagement mediates the relationship of entertainment and sociability experience towards the online promotive and prohibitive voice while it only mediates the relationship between information experience towards prohibitive voice. The results of this study, however, showed that community commitment does not moderate the experiences towards promotive and prohibitive voices through community engagement. This mediated moderation model contributed to the literature of digital marketing and how value co-creation can be achieved through online community.