The Influence of Online Brand Community Experience on Brand Loyalty

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

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Consumers in an Online Brand Community: Uses and Gratifications, Social Capital, and Brand Loyalty

10.31274/itaa_proceedings-180814-1435 ◽

2016 ◽

Author(s):

Jihyeong Son ◽

Mary Lynn Damhorst

Keyword(s):

Social Capital ◽

Brand Loyalty ◽

Uses And Gratifications ◽

Brand Community ◽

Online Brand Community

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Enhancing Brand Loyalty Through Online Brand Community: The Role of Value Creation Process, Brand Love, and Trust

KnE Social Sciences ◽

10.18502/kss.v3i10.3405 ◽

2018 ◽

Vol 3 (10) ◽

Author(s):

R Hapsari

Keyword(s):

Value Creation ◽

Brand Loyalty ◽

Brand Community ◽

Brand Love ◽

Creation Process ◽

Online Brand Community ◽

Value Creation Process

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

Information Management and Business Review ◽

10.22610/imbr.v7i1.1138 ◽

2015 ◽

Vol 7 (1) ◽

pp. 48-58 ◽

Cited By ~ 1

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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The Analysis of Online Brand Community, Online Perceived Brand Reputation, Brand Trust, Brand Loyalty at Cafe Businesses Based in Surabaya

Petra International Journal of Business Studies ◽

10.9744/ijbs.1.1.11-22 ◽

2018 ◽

Vol 1 (1) ◽

pp. 11-22

Author(s):

Felyshia Aditya Kurniawan ◽

Michael Adiwijaya

Keyword(s):

Social Media ◽

Brand Loyalty ◽

Sampling Technique ◽

Social Media Marketing ◽

Brand Trust ◽

Brand Community ◽

Brand Reputation ◽

Price Range ◽

Social Media Platforms ◽

Online Brand Community

The internet has become a human lifestyle. Many business people took advantage of this opportunity to market their business by using social media marketing strategy on Facebook or Instagram. Activities in the online brand community on social media platforms could build consumer perceptions of a brand inside the online world and would form a belief in the brand that ultimate to loyalty. Therefore, social media marketing must be known for its effectiveness. This study aims to determine the influence of the online brand community on online perceived brand reputation, brand trust, and brand loyalty at cafes in Surabaya. The method used in this study is quantitative by spreading the questionnaires to 240 respondents of college students both online and offline. The research using purposive sampling technique and the sample used in this research is the consumers of De Mandailing Cafe & Eatery, Panties Pizza, and Warunk Upnormal in Surabaya where the three cafes are considered to represent the whole cafes with the same quality, consumers, service system, and price range. From the results of this study, it can be concluded that online brand community has a significant impact on brand loyalty through online process perceived brand reputation and brand trust.

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