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

• Autores: Néstor Fabián Díaz Huertas, Suelen Emilia Castiblanco Moreno, José Armando Deaza Ávila
• Localización: Contaduría y administración, ISSN 0186-1042, ISSN-e 2448-8410, Vol. 70, Nº. 4, 2025, págs. 1-24
• Idioma: español
• Títulos paralelos:
  • Identidad social e identificación con la comunidad de marca; influencia sobre la intención de eWOM en una marca deportiva
• Enlaces
  • Texto completo (pdf)
• Resumen
  • español

    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.

  • English

    En este artículo se analiza la relación entre Identificación con la Comunidad de Marca (ICB) y la intención de hacer voz a voz electrónico positivo (eWOM) considerando la Identidad Social (IS) como variable explicativa de esta relación, tomando como caso de estudio la marca deportiva CrossFit, una modalidad de entrenamiento funcional de alta intensidad. Para ello, se aplicó un cuestionario en escala Likert compuesto por 10 preguntas a 120 deportistas registrados en los tres boxes de CrossFit afiliados en Colombia. Los resultados fueron analizados utilizando modelación de ecuaciones estructurales con mínimos cuadrados parciales -PLS-SEM- para validar la relación de la IS en los procesos de ICM y estos dos constructos con eWOM. Los resultados muestran una relación positiva y significativa entre IS e ICM (0,694***) y entre ICM y eWOM (0,393**). Sin embargo, no hay evidencia de una relación significativa entre IS e ICM (0,163). Esta investigación proporciona evidencia sobre la importancia de la Identificación de Marca y Comunidad como constructo mediador necesario entre la Identidad Social y la intención positiva eWOM

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