Examining identity- and bond-based hashtag community identification: the moderating role of self-brand connections

Purpose: This study aims to focus on the role of hashtags as a symbol of community membership and examine the effect of branded hashtag community identification (BHCI) on BH engagement. The authors further examine two paths to BHCI (i.e. identity- and bond-related antecedents) and the moderating role of self-brand connections (SBCs). Design/methodology/approach: An online survey was conducted with consumers who had participated in BH campaigns (N = 405). Data were analyzed using structural equation modeling. Findings: Identity-related (actual self-congruence) and bond-related (group similarity and group receptivity) antecedents positively influence BHCI and further BH engagement. The relative importance of identity- and bond-related antecedents on BHCI varies by consumers' SBCs. Originality/value: This study provides a new approach to understand BH engagement by focusing on the social identity communication aspect of hashtags.