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Although previous scholars have examined the value of virtual communities to customers, in this study we investigate the role of a firm's efforts in cultivating trust and harvesting value for themselves via the virtual communities that they sponsor. We hypothesize that the perceptions of a firm's efforts to provide quality content, to foster member embeddedness, and to encourage interaction foster favorable customer beliefs about and trust in a virtual community sponsor. Further, we hypothesize that trust motivates customers to behave relationally toward the sponsoring firm by sharing information with, coproducing new products with, and granting loyalty to, the sponsoring firm. Data from 663 customers are analyzed using structural equation modeling techniques. We find that efforts to provide quality content and foster member embeddedness have positive effects on customer beliefs about the sponsor. In fact, fostering member embeddedness has a stronger explanatory effect on customer beliefs than does providing quality content. However, despite the fact that previous studies show that customers value interaction in virtual communities, our findings suggest that firms must do more than encourage interaction among their community members if they hope to create value from their virtual communities.virtual communities, online communities, trust, embeddedness, relationship marketing

Despite the growing popularity of virtual communities, there is no consensus among researchers regarding the appropriate definition or types of virtual communities. In this paper, a virtual community is defined as an aggregation of individuals or business partners who interact around a shared interest, where the interaction is at least partially supported and/or mediated by technology and guided by some protocols or norms. The central objective of developing this typology was to develop a classification system that would be useful to researchers from various disciplinary perspectives such that the classification system might be used as a foundation for theory construction. The proposed typology serves its intended purposes and is evaluated against criteria put forth by Hunt (1991). The proposed typology uses establishment type and relationship orientation as the key categorization variables, reconciling problems posed by other researchers who attempt to use attributes as categorization variables. It is simple, pragmatic for practitioners and useful for researchers seeking to develop an understanding of the virtual community phenomenon.

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