Online incentives and customer voice: The mediating role of community identification

We investigated the mediating role of virtual community identification on the relationship between online incentives and customer voice. We surveyed 369 customers from Apple (n = 198) and Huawei (n = 171) virtual communities. Structural equation modelling results showed that reward incentives (material, social, activity) were associated with higher virtual community identification. Virtual community identification was associated with customer promotive voice, and fully mediated the relationship between the online incentives and customer voice. This study enriched the related researches on brand community voice behaviour and provided practical enlightenment for the strategic methods of brand community construction.