As the use of social media continues to grow, it is important to understand the effect of consumer participation in communities organized around brands on the relationship between the former and the brands concerned. This research examines, through a quantitative study of 1,605 members of a virtual community dedicated to the Nikon brand, the effect of intensity of participation on brand loyalty intention as well as the mediating effect of community commitment within this relationship. Moreover, the bidirectional relationship between community commitment and brand commitment are studied and confirmed. Finally, the moderating role of membership length is emphasized.
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