How online brand community participation strengthens brand trust and commitment

2016 ◽  
Author(s):  
Marios Pournaris ◽  
Habin Lee
Keyword(s):  
Community Participation ◽  
Brand Trust ◽  
Brand Community ◽  
Online Brand Community

scholarly journals The Role of Online Brand Community Engagement on the Consumer–Brand Relationship

2021 ◽  
Vol 13 (7) ◽  
pp. 3679
Author(s):  
Francisco J. Martínez-López ◽  
Rocío Aguilar-Illescas ◽  
Sebastián Molinillo ◽  
Rafael Anaya-Sánchez ◽  
J. Andres Coca-Stefaniak ◽  
...  
Keyword(s):  
Structural Equation ◽  
Positive Influence ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Relationship ◽  
Proposed Model ◽  
Online Brand Community ◽  
Self Administered Questionnaire

The purpose of this study is to analyze the effects of online brand community (OBC) engagement on strategic aspects for the brand supporting the community. A total of 628 valid responses were collected through a self-administered questionnaire. The authors tested the proposed model using structural equation modeling. The results show that OBC engagement directly favors participation in the community, willingness to co-create with the brand, and positive sord-of-mouth (WOM); it also has an indirect positive influence on brand loyalty. At the same time, OBC engagement is directly influenced by OBC identification and, through this, indirectly influenced by brand identification. Likewise, brand trust directly influences brand co-creation, loyalty, and positive WOM. However, OBC participation has been shown to have no significant effect on brand co-creation and positive WOM.

scholarly journals The Roles of Community Engagement and Brand Community Types in Building Brand Trust on Social Media Based Brand Communities

2020 ◽  
Vol 4 (1) ◽  
pp. 21-36
Author(s):  
Kurniadi Prastowo
Keyword(s):  
Social Media ◽  
Community Engagement ◽  
Structural Equation ◽  
Customer Relationships ◽  
Equation Modeling ◽  
Brand Trust ◽  
Brand Community ◽  
Online Brand Community ◽  
Community Types ◽  
The Relationship

This study aims to understand the influence of the four elements of the relationship or customer- centric model in the online brand community (relationship between customer-product, customer-brand, customer-company, and customer-other customers) on brand trust in the realm of social media, by measuring moderation effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community: consumer-initiated and company-initiated brand community. In general, the measurement is done by using structural equation modeling method. The results obtained from the analysis of this study are from the four elements of existing relationships in the online brand community (customer relationships with product, brand, company, and other customers), only customer-brand relationships that significantly affects brand trust. The results are different from previous studies, so it is interesting to investigate further. Furthermore, this research also found moderation effect of community engagement and community types in the relationship between online brand community and brand trust.

PENGARUH PRAKTIK SOCIAL NETWORKING, KEPERCAYAAN MEREK DAN LOYALITAS MEREK PADA KOMUNITAS MEREK ONLINE

2019 ◽  
Vol 4 (3) ◽  
pp. 401-416
Author(s):  
Ali Imaduddin Futuwwah ◽  
Dien Mardhiyah
Keyword(s):  
Social Networking ◽  
Brand Loyalty ◽  
Sem Analysis ◽  
Partial Least Square ◽  
Least Square ◽  
Brand Trust ◽  
Brand Community ◽  
Online Brand Community ◽  
Community Data ◽  
The Relationship

The devolepment of internet made the brand community move to online activities by using a social media chat group platform. This study aims to examine the relationship between social networking and brand trust on brand loyalty in online brand community. Data were collected through a questionnaire of 150 respondents. Through SEM analysis (PLS), the results show that social networking has a positive effect on brand trust and trust mediates the relationship between social networking and brand. This finding implies that brand community must pay attention to social networking activities that can increase brand trust and brand loyalty. Companies and communities need to think about how to develop strong relationships and bonds between members so that members feel the value of the brand and build strong commitment with the brand Key words: Online-based brand community, social networking, brand trust, brand loyalty, partial least square

scholarly journals The Effect of Brand Trust and Brand Community Commitment on Online Brand Evangelism Behaviour

2020 ◽  
Author(s):  
Hasnizam Shaari ◽  
Intan Shafinaz Binti Ahmad
Keyword(s):  
Research Direction ◽  
Future Research ◽  
Brand Trust ◽  
Brand Community ◽  
Role Behavior ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
Unidimensional Construct ◽  
Brand Evangelism ◽  
Community Commitment

In line with social media development, the online brand community becomes an alternative media that could contribute to overall brand success or vice versa. Among others, the online brand community could significantly affect brand evangelism behaviors. This study attempts to extend the understanding on how members’ brand community commitment influences brand evangelism which is considered as an extra-role behavior from the members. The study among 167 members of the online brand communities revealed that brand evangelism is explained by the unidimensional construct. The result indicates that trust towards the online brand community and brand community commitment significantly affect brand evangelism. Implication and future research direction are also highlighted at the end of this article.  

scholarly journals The Dynamics of Value Creation in Online Brand Communities: Strategy Map Approach

2015 ◽  
Vol 7 (1) ◽  
pp. 48-58 ◽  
Author(s):  
Rizwan Shabbir ◽  
Chatchai Pitsaphol . ◽  
Waseem Hassan .
Keyword(s):  
Community Participation ◽  
Value Creation ◽  
Brand Loyalty ◽  
Online Community ◽  
Research Approach ◽  
Brand Community ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Online Brand Community ◽  
The Impact

As the clout of social networking is growing, brand managers are exploring diversified marketing strategies and consumer attitudes. The current study reveals the impact of value creation practices and brand loyalty in online brand communities based on perceived benefits enjoyed by consumers. Based on quantitative research approach, a sample of 308 respondents were collected to investigate relationships among online brand community participation, value creation practices and brand loyalty. The results highlighted hedonic, learning, self-esteem and social benefits as antecedents for online brand community participation. Moreover, value creation practices are derived as essential factor for enhancing brand loyalty among online community members. The finding exhibited valuable insights about developing corporate strategies to achieve customer intimacy for long-term relationship. Managerial implications are explained by identifying value-creation practices as a mechanism for enhancing consumer engagement and relationship management.

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