Project Details

Project summary

The pandemic is accelerating the digitization process in emerging economies such as Peru, promoting the development of virtual brand communities. These new interaction spaces between customers and brands are key to developing trust and loyalty in them. The purpose of this research is to identify the bases of a line of research that contributes to expanding the frontiers of knowledge about virtual brand communities. It is a descriptive, cross-sectional study through bibliometric analysis with an approximate sample of 200 scientific articles read and extracted from the Scopus, Web of Science and Dimensions databases. An analysis based on co-occurrence and co-citation will be carried out, as well as a literature review using matrices through the specialized software VOSviewer.
Keywords: Research line, Virtual brand communities, Bibliometric analysis, VOSviewer


There has been an increase in the popularity of social media and other Web 2.0 technologies in recent years (Cuevas-Molano et al., 2019), an interest of companies in knowing in depth about virtual communities to contribute positively in their results (Porter & Donthu, 2008) and a motivation to understand the way in which, beyond relational marketing, brand communities allow establishing levels of loyalty with social and emotional dimensions in a consumer who seeks to continue being part of the community out of loyalty. to their lifestyle and their group of belonging beyond the increase in the functional benefits of the brand (Ruiz, 2005).

However, it is still pending to delve into the internal dynamics of virtual brand communities, as well as the external factors that affect them. Recent research has focused on showing the positive effect that virtual brand communities generate on brand loyalty and trust, but in order to continue developing this line of research and be able to build research that can later be published in Q1 indexed journals and Q2 It is essential to carry out an exhaustive review of the literature. For this reason, this research project will generate the bases for the growth of this line of research.
Effective start/end date1/04/2231/03/23


  • Universidad de Lima: PEN80,000.00

UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This project contributes towards the following SDG(s):

  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure


  • Line of research
  • virtual brand communities
  • VOSviewer
  • Bibliometric analysis
  • OBC

Research areas and lines

  • Marketing and consumer behavior

Kind of research

  • Applied


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