Identify with community or company? An investigation on the consumer behavior in Facebook brand community

• Interactions with a company’s Facebook community have positive effects on C–C identifications.
• c-community identification played a role as a mediator between Facebook and c-company identification.
• Building a company’s Facebook community can increase in-role and extra-role behaviors.

The purpose of this study was to consider simultaneously identification with the community and the company and to investigate the behavioral implications from the Facebook community members’ perspective. This research also provided further insight into the mediating effect on Facebook Company’s brand community and consumer citizenship behaviors by considering consumer–community identification and consumer–company identification. A questionnaire survey with consumers was carried out in this research for examining five proposed hypotheses. The results of this study indicated that the interaction on the Facebook community can enhance both C–C identifications and consumer citizenship behaviors. Also this study focused on the 2 × 2 relationship with C–C identifications and consumer citizenship behaviors are all significant and positive but with slightly different effects.