Social identity and brand community identification; Influence on eWOM intention in a sports brand

Resumen

In this article, the relationship between Brand Community Identification (BCI) and positive electronic Word of Mouth (eWOM) is analyzed, considering Social Identity (SI) as an explanatory variable. The sports brand CrossFit is used as a case study, a high-intensity functional training modality. To this end, a Likert scale questionnaire consisting of 10 questions was administered to 120 athletes registered in the three affiliated CrossFit boxes in Colombia. The results were analyzed using partial least squares models in structural equation models - PLS-SEM- to validate SI's relationship in the BCI processes and these two constructs with eWOM. Results show a positive and significant relationship between SI and BCI (0.694***) and between BCI and eWOM (0.393**). However, there is no evidence of a significant relationship between SI and BCI (0.163). This research provides evidence about the importance of the Brand Community Identification as a necessary mediator construct between the Social Identity and the eWOM positive intention.