We found that brand participation in existing member-owned communities is 2X as effective at driving belonging compared to building your own community.
Remember, participation is key. People see themselves nearly 2X as much in brands that participate in member-owned communities.
boost in participation in brand initiatives when conducted in member-owned communities compared to brand-owned communities.
increase in reflection of a person’s identity by brands that participate in member-owned communities compared to brand-owned communities.
increase in unity between member-owned communities compared to brand-owned communities.
Participation → Belonging → Advocacy → Purchase Intent
The greater the sense of belonging, the greater connection to brands within that community.
