Network centrality in a virtual brand community: Exploring an antecedent and some consequences

We investigated an antecedent and consequences of network centrality in a virtual brand community from the perspective of the motivation of social enhancement. The research model was proposed and tested using structural equation modeling. The results showed that the motivation of social enhancement can promote both degree and betweenness centrality. As the members' degree and betweenness centrality increase, the psychological ownership they feel toward the community becomes stronger, thereby increasing the likelihood that the members will engage in virtual brand community citizenship behavior. The theoretical and practical implications of the findings are discussed.