Figure 6.
The figure presents three experimental stimuli used to manipulate brand prominence in Study 3. The high-brand-prominence condition features a post with strong brand cues, where the brand name Tasty Sauce and its logo are clearly visible within the image and text. The low-brand-prominence condition retains minimal brand references in the post caption without visual emphasis. The no-brand-prominence condition removes all brand identifiers, showing a neutral post from a general user named Mathew Coleman. These variations were designed to examine how different levels of brand visibility influence members’ perceptions of authenticity, engagement behaviour, and brand word-of-mouth (W O M) in food and fitness member-initiated online communities (M I O Cs).Posts used as stimuli in Study 3
Source: Authors’ own work