TABLE 6.

Key implications of the findings.

Strategy	Configuration	When to use	How to implement
S1	Inf*Trust*PQ*PB	No matter whether WOM is active or not, sense of community is high or low, S1 strategy can be implemented	OGB businesses should encourage consumers to share OGB information. Consumers and sharers can benefit from others’ information and collective buying intents, resulting in mutually beneficial outcomes
S2	WOM*Trust*PQ*PB	Whether consumers have access to information or not, sense of community is high or low, S2 strategy can be implemented	OGB businesses need to realize the importance of advocacy in promoting consumer perceptions of trust, quality, and value. Companies can invite online celebrity to endorse, encourage ordinary people to interact, so as to promote consumers’ purchase intention
S3	SOC*Trust* PQ*PB	Whether consumers have access to information or not, WOM is positive or not, S3 strategy can be used	Consumers are societal members. They can evaluate quality, perceived benefits, and create trust relationships by frequently communicating in online or offline communities, which facilitates purchases. Thus, OGB businesses should operate and maintain its brand community attentively
S4	∼Inf*WOM* SOC*PQ*PB	When consumers are not able to get direct product information, S4 strategy can be used	Consumers can advocate products to each other in communication and make people aware of the perceived benefits and quality, then purchasing intention can be stimulated. Therefore, OGB businesses should focus on building consumers’ high sense of community and active WOM

Inf, information; SOC, sense of community; PQ, perceived quality; PB, perceived benefits; PI, purchase intention.