A Conceptual Model of Virtual Leadership Capability: Toward Leveraging Embedded Brand Communities

Firms are turning toward social network sites to enhance consumer/brand relationships and, thereby, acquire competitive advantage. The focus here is on brand communities embedded in social network sites (i.e., embedded brand communities). The author theorizes that firms may have an organizational capability related to supporting the growth and development of embedded brand communities. This virtual leadership capability is posited to positively influence three embedded brand community resources (shared consciousness, shared rituals and traditions, and moral responsibility), thereby, fostering brand social value (i.e., social currency) and, in turn, brand loyalty.