Impact of Online Brand Communities on Brand Tribalism among Smart Mobile Phone Users in Sri Lanka: the Mediating Role of Perceived Brand Value and Differentiation

Abstract

This study investigates how brand tribalism among Sri Lankan smartphone users is impacted by Online Brand Communities (OBCs). It looks at how OBCs affect tribalism, emphasizing the mediating functions of differentiation and perceived brand value. The study fills in knowledge gaps about cultural influences on brand tribalism in non-Western contexts by situating it within Sri Lanka's collectivist society. Additionally, it looks into how OBCs promote loyalty and a sense of belonging, which boosts brand advocacy in the competitive smartphone market. It also provides insights into how to use digital communities to engage and stand out from the competition. Using a mixed-methods approach, the study combined qualitative insights with quantitative questionnaires. 388 participants completed structured online surveys that focused on important criteria such community involvement, brand advocacy, content quality, and brand-related aspects. Regression and mediation modelling were among the statistical techniques used to investigate the connections between brand tribalism, differentiation, perceived brand value, and OBC involvement. This study explores the impact of Online Brand Communities (OBCs) on brand tribalism among smartphone users in Sri Lanka, focusing on the mediating roles of perceived brand value and differentiation. The findings reveal that OBCs significantly enhance emotional bonds and shared identity, fostering tribal loyalty and advocacy. Perceived brand value, including utility, quality, and emotional satisfaction, mediates this relationship by strengthening consumer loyalty. Differentiation through innovation, exclusivity, and storytelling further enhances tribal behaviours by creating a sense of belonging and exclusivity. Community engagement—active participation, user-generated content, and event involvement—emerged as critical drivers of tribal loyalty. Quality content, characterized by informational value, entertainment, and relevance, enhances trust and community cohesion, while brand advocacy, including positive word-of-mouth and brand defence, reinforces communal identity and loyalty. Younger users (18–34 years) were the most active participants, with Apple leading as the preferred brand for tribal engagement. The study underscores the strategic importance of vibrant and interactive OBCs, innovative differentiation, and engaging content in fostering tribal loyalty, offering actionable insights for brands in Sri Lanka’s competitive smartphone market. There are several limitations that could affect the study's findings. By only providing a glimpse of the relationships between variables, the cross-sectional design restricts insights into how they change over time. The concentration on Sri Lanka's collectivist society may limit generalizability to other cultural contexts, and the online data gathering process may have biased the sample by excluding fewer tech-savvy individuals. Additionally, because these users are more likely to be devoted and hold positive views, the study only included participants who had previously participated in OBCs, which may introduce bias. It also avoids technical barriers like poor device quality or internet connections that can limit OBC participation. Additionally, the positive effects of OBCs are highlighted at the expense of some bad behaviours, such as exclusion or brand conflicts. Finally, although the study examined perceived brand value and differentiation, it omitted other factors that would provide a more complete picture, including customer creativity or social influence. For a more comprehensive understanding of OBCs and brand tribalism, future research might address these issues by utilizing longitudinal designs, investigating a variety of contexts, and incorporating both positive and negative dynamics. By placing brand tribalism within Sri Lanka's collectivist culture, this study adds important insights to the body of knowledge on emerging markets. It emphasizes how perceived brand value and distinctiveness are used by Online Brand Communities (OBCs) to promote advocacy and loyalty. The results go beyond current theories by highlighting how emotional ties and digital interaction contribute to brand tribalism. From a practical standpoint, the study emphasizes the importance of dynamic OBCs in fostering emotional bonds with customers. Brand value and differentiation are increased by tactics like storytelling, special privileges, and tailored content, which encourage advocacy and loyalty. It places a strong emphasis on originality and distinctive qualities to make brands stand out in crowded markets. The study highlights the influence of cultural nuances on consumer behaviour, recommending that brands align community strategies with local norms. Leveraging Sri Lanka's collectivist culture can strengthen tribal ties by fostering identity and belonging in OBCs. Additionally, the research provides a framework for applying these strategies in other developing markets, showcasing digital platforms as powerful tools for enhancing consumer-brand connections and guiding the development of tailored marketing strategies to build enduring brand loyalty.