Online brand communities offer many benefits, such as brand loyalty and creating brand relationship. Therefore, it is important that marketer understand why people are motivated to sharing information in online brand community. Hence, this research objective is to explore what drive people to information sharing in online brand community. The ultimate goal is to reveal the factors that motivated customer to share their experience in an online brand community, and how it affects customer emotion and attitude toward the brand. This research adopted a qualitative approach, by using grounded theory to explore the antecedents. After taken data from 20 interviewees, this research identified ten antecedents that motivate people share information in online brand community, and four psychological state that people can experience in the information sharing process. The research provides rich theoretical and managerial implementations. Online brand communities offer many benefits, such as brand loyalty and creating brand relationship. Therefore, it is important that marketer understand why people are motivated to sharing information in online brand community. Hence, this research objective is to explore what drive people to information sharing in online brand community. The ultimate goal is to reveal the factors that motivated customer to share their experience in an online brand community, and how it affects customer emotion and attitude toward the brand. This research adopted a qualitative approach, by using grounded theory to explore the antecedents. After taken data from 20 interviewees, this research identified ten antecedents that motivate people share information in online brand community, and four psychological state that people can experience in the information sharing process. The research provides rich theoretical and managerial implementations.
