The Mechanism of B2B Brand Community Activation:

Brand communities enable customers to exchange brand-related information, share knowledge, and interact. While traditionally common in a B2C (Business-to-Consumer) context, B2B (Business-to-Business) brand communities have also grown in prominence. This study examines company-managed B2B brand communities, analyzing the relationship between active participation and brand loyalty through the lens of self-efficacy in social cognitive theory. A quantitative survey and covariance structure analysis revealed that self-efficacy drives active participation, which is strengthened through mastery experiences, facilitated by vicarious experiences and verbal persuasion. Active participation, in turn, has a positive impact on recommendation intentions and continued product usage. Qualitative insights from community leaders further validate this framework, highlighting how repeated experiences deepen member involvement.