Extending social penetration theory to online brand communities: The impact of perceived identifiability on relational development and perceived enjoyment

Online brand communities (OBCs) rely on members forming relationships, yet many platforms normalise anonymity. Drawing on Social Penetration Theory (SPT), this study examines whether feeling recognisable to other members (perceived identifiability) shapes relational outcomes and enjoyment in consumer-initiated OBCs. Survey data from 307 members were analysed using structural equation modelling and multi-group analysis. Perceived identifiability significantly increased members’ network ties and sense of belonging but did not directly enhance perceived enjoyment. Instead, belonging mediated the link from identifiability to enjoyment, and network ties strengthened belonging, yielding a serial indirect pathway from identifiability to enjoyment. Comparing lurkers and posters showed that posters exhibit a stronger link between perceived identifiability and network ties, whereas the paths from ties to belonging and from belonging to enjoyment were similar for both groups. By extending SPT from dyadic relationships to a community setting, the study provides the first empirical test of identifiability as a relational mechanism in OBCs. Design implications highlight the value of optional, safety-oriented identity cues that support connection while maintaining protections valued by anonymous participation. Features such as verified-but-private profiles and graduated disclosure controls may strengthen ties and belonging without eroding members’ perceived safety, thereby sustaining participation and longer-term community vitality.