scholarly journals Sosyal Medyada Marka Topluluklarının Marka Güveni ve Marka Sadakati Üzerindeki Etkisi1 (The Effect of Online Brand Communities on Brand Trust and Brand Loyalty)

2020 ◽  
Vol 12 (4) ◽  
pp. 3582-3595
Author(s):  
Asude Yasemin Zengin ◽  
Burak Çetin
Keyword(s):  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Communities ◽  
Online Brand Communities

scholarly journals The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

2012 ◽  
Vol 28 (5) ◽  
pp. 1755-1767 ◽  
Author(s):  
Michel Laroche ◽  
Mohammad Reza Habibi ◽  
Marie-Odile Richard ◽  
Ramesh Sankaranarayanan
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Communities

Building brand loyalty through user engagement in online brand communities in social networking sites

2015 ◽  
Vol 28 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Xiabing Zheng ◽  
Christy M. K. Cheung ◽  
Matthew K.O. Lee ◽  
Liang Liang
Keyword(s):  
Social Networking ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Online Survey ◽  
Survey Study ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities

Purpose – The purpose of this paper is to explore the concept of user engagement in the context of online brand communities. A research model is proposed to explain how brand loyalty is developed through user engagement. Design/methodology/approach – The research model was empirically tested with an online survey study of 185 current Facebook users. Findings – Results revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment. Users tend to focus on the benefits (rather than the costs) derived from the usage when they engage in an online brand community. Research limitations/implications – The selection of respondents is bound to the Hong Kong area, while Facebook members are globally distributed. In addition, this study involved a cross-sectional design instead of investigating the development of brand loyalty from a long-term perspective. Practical implications – The results inform e-marketers the importance of user engagement behaviors for building brand loyalty through online communities. Strategies that encourage members to engage in online brand communities on social networking sites such as Facebook are also provided. Originality/value – The concept of user engagement in online brand communities is still poorly understood, underscoring the need for theoretically based research of user engagement. This paper enriches the knowledge in the area of brand engagement by presenting a research model that introduces the concept of user engagement in social media research and empirically examines its role in building brand loyalty in online brand communities.

Brand Loyalty and Online Brand Communities

2016 ◽  
Vol 6 (3) ◽  
pp. 50-61
Author(s):  
Katherine Barnet ◽  
Sharmila Pixy Ferris
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Loyalty ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Social Media ◽  
Food Network ◽  
Online Brand Communities ◽  
Content Analyses ◽  
Social Media Network

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.

Consumer engagement in online brand communities: a solicitation of congruity theory

2018 ◽  
Vol 28 (1) ◽  
pp. 23-45 ◽  
Author(s):  
Jamid Ul Islam ◽  
Zillur Rahman ◽  
Linda D. Hollebeek
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Equation Modeling ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Congruity Theory ◽  
Value Congruity ◽  
The Impact

Purpose The purpose of this paper is threefold: first, to study the influence of self-brand image congruity and value congruity on consumer engagement in online brand communities (OBCs); second to test whether gender moderates this effect; and third, it also examines the role of consumer engagement as a driver of brand loyalty. Design/methodology/approach Using an online questionnaire, 443 responses were collected from consumers who are members of at least one OBC on Facebook. Structural equation modeling was used to analyze the data. Findings The results revealed that both self-brand image congruity and value congruity significantly affect consumer engagement. A positive effect of consumer engagement on brand loyalty was also attained. Third, the results revealed that gender did not moderate the examined relationships. Practical implications This research integrates and broadens existing explanations of different congruity effects on consumer engagement. This study thus suggests the value of developing their OBCs to exhibit congruence with customers’ self-image and value, which in turn, will contribute to the development of brand loyalty. Originality/value This research applies congruity theory to examine the impact of self-brand image- and value congruity on consumer engagement in OBCs. Through the establishment of this novel theoretical link, this study furthers insight into the domain of social media marketing.

Effects of online brand communities on millennials' brand loyalty in the fashion industry

2021 ◽  
Author(s):  
Wilson Ozuem ◽  
Michelle Willis ◽  
Kerry Howell ◽  
Guida Helal ◽  
Silvia Ranfagni ◽  
...  
Keyword(s):  
Brand Loyalty ◽  
Fashion Industry ◽  
Brand Communities ◽  
Online Brand Communities

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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