Virtual brand communities unveiled: A comprehensive bibliometric exploration

Abstract

Virtual Brand Communities (VBCs) have evolved into essential platforms for consumer-brand interactions, fostering engagement, trust, and loyalty in digital spaces. Through a comprehensive bibliometric analysis of 424 Scopus-indexed articles dated from 2006 to 2024, this study maps the intellectual and thematic evolution of VBCs research using VOSviewer and SciMAT. The analysis reveals a notable shift from early research focused on technology and online community dynamics to more sophisticated research on digital marketing strategies, consumer behavior patterns, and brand management approaches. Consumer engagement, brand trust, and purchase intention emerge as central themes, with a growing emphasis on user-generated content, electronic word-of-mouth (eWOM), and social commerce developments. Findings demonstrate that VBCs not only influence consumer decision-making processes but also function as strategic assets for brands seeking to enhance customer relationships and cultivate long-term loyalty. VBCs increasingly serve as innovation hubs where brands can co-create value with consumers while building authentic connections. The research contributes significantly to understanding VBCs' evolving role in contemporary brand strategy, especially because VBCs represent a crucial frontier where brands can differentiate themselves through meaningful consumer interactions and relationship building beyond traditional marketing approaches. It is important to highlight that, by mapping both historical foundations and emerging trajectories in VBCs studies, this review establishes a baseline for future research directions while providing actionable insights for practitioners. Brands can leverage these findings to develop more effective community management strategies and capitalize on the competitive advantages offered by well-cultivated digital communities.