Virtual brand communities to integrate resource and experience

Purpose: The aim of this paper is to deepen the issue of Virtual Brand Communities (VBC) (Sicilia and Palazòn, 2008; Okazaki, 2007; Cova and Pace, 2006) in order to get a better understanding of the phenomenon and of its impact on processes of value co-creation (Vargo and Lusch, 2008; Michel et al. 2008; Moller, 2006; Xie et al. 2008). In details, we aim to verify if virtual interaction through VBC may enable and foster the resource integration processes (Merz and Vargo, 2009). Methodology/approach: We chose narrative method (Greenhalgh et al. 2005; Polkinghorne, 1988) as, according to Bruner (1986) “narrative reasoning seeks to understand specific phenomena in terms of human experience and purpose”. Research activity focused on the analysis of the architecture of each brand community (number and content of main section) and on the main set of contents (information, recreation, relationship). We developed the study through the interaction within selected VBC (getting membership in order to access and to interact to the community life) and the monitoring of the Virtual Brand Communities (direct observation of blogs, monitoring of post and gathering narrative interviews from the members). Findings: The empirical analysis is yet working. Early data show as brands use more and more virtual space to build an interactive dialogue with users, to collaborate and integrate different resources as knowledge, skills, information, trust and material assets, according a many to many exchange perspective. VBC are more than relational platforms to inform and to entertain consumers, becoming virtual worlds where the easy access and the continuous joining of new members allow the continuous contribution of new ideas and knowledge (Cova and Pace, 2006; Colurcio and Caridà, 2010; Okazaki, 2008). Research implications: The main theoretical implication of the work concern the framing of the VBC in a SDL view. According to this contribution, VBC become enabler for triggering value creation process and for resource integration in a virtual environment. According to SDL and considering that “all economic and social actors are resource integrators” (Vargo and Lush, 2008; Vargo, 2008) we argue that brand communities are place were value co-creation and resource integration occur. Practical implications: The study offers some insights for those who wish to accrue brand benefits through an online community and opens toward crowd sourcing. Originality/value: The work contributes to a better understanding of the VBC phenomenon and of its impact on processes of value co-creation and resource integration (Vargo and Lusch, 2008).