scholarly journals Determinants of Fan Engagement in Social Media-Based Brand Communities: A Brand Relationship Quality Perspective

2021 ◽  
Vol 13 (11) ◽  
pp. 6117
Author(s):  
Liguo Lou ◽  
Yongbing Jiao ◽  
Joon Koh
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Brand Communities ◽  
Positive Effects ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Willingness To Buy ◽  
The Social ◽  
Research Findings ◽  
Fan Engagement

This study adopts a brand relationship quality (BRQ) perspective to reveal the reason firms’ investments in social media-based brand communities should increase their social relationship marketing performances. An empirical analysis with 234 Facebook users who joined brand communities was conducted to examine the proposed hypotheses, revealing that fan needs fulfillments—information, entertainment, social interaction, and monetary ones—had positive effects on BRQ. Further, BRQ was found to have positive effects on fans’ engagement behavioral intentions toward brands, including willingness to buy, member continuance intention, and electronic word of mouth intention. This study contributes to existing research that indicates a new mechanism of BRQ improvement via the social media-based brand community. Implications corresponding to the research findings as well as study limitations and future directions are also addressed.

scholarly journals The Influence of Social Media Towards Emotions, Brand Relationship Quality, and Word of Mouth (WOM) on Concert’s Attendees in Indonesia

2018 ◽  
Vol 150 ◽  
pp. 05058
Author(s):  
Yulia Rahmadini ◽  
Rizal Edy Halim
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Structural Equation ◽  
Word Of Mouth ◽  
The Internet ◽  
Emotional Attachment ◽  
Cross Sectional ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
The Impact

Social media has been developing significantly from year to year. In Indonesia, 72% of the internet users use the internet to access social media. This indicates that social media are effective brand communication and promotion tools. Music industry is one of the business industries which utilizes social media as communication and promotion tools, especially related to music concerts. The purpose of this study is to identify the impact and relationship of social media towards emotional attachment and brand relationship quality, in which both will be then compare towards word of mouth (WOM) on concert’s attendees. This research uses descriptive design research conducted in one period (cross sectional design). Respondents of this study are 160 persons who attended concerts last year. The five-hypotheses research model in this study is tested using the Structural Equation Modelling (SEM). This research shows that social media interaction may result in emotional attachment. Emotional attachment felt by concert attendees may influence positively and significantly to brand relationship quality and creates word of mouth among the concert attendees.

CSR through social media: examining the intervening factors

2019 ◽  
Vol 38 (1) ◽  
pp. 103-120
Author(s):  
Sreejesh S. ◽  
Juhi Gahlot Sarkar ◽  
Abhigyan Sarkar
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Media Richness ◽  
Content Type ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Community Identification ◽  
Social Media Platforms ◽  
Virtual Platform ◽  
Corporate Social

Purpose The purpose of this paper is to examine the casual role of consumers’ perceptions of brands’ corporate social responsibility (CSR) motives (self-serving vs society-serving) in influencing consumer–brand relationships. Further, the authors explore the roles of brand initiated CSR activities (e.g. CSR co-creation), social media characteristics (e.g. media richness) and consumer’s community identification in shaping the effect of perceived CSR motive on consumer–brand relationship. Design/methodology/approach A 2 (CSR motives: self-oriented vs society-oriented) × 2 (CSR co-creation: yes vs no) × 2 (media richness: high vs low) between-subjects experimental design is employed. Findings The results elucidate that when consumers perceive that CSR is for self-serving (vs society-serving) motive, allowing consumers to co-create CSR in a high media-rich virtual platform enhances consumer–brand relationship quality. In addition, the results also support that the interactions of perceived CSR motives, co-creation and media richness enhance consumer–brand relationship through the mediation of community identification. Originality/value The current study draws implications for effective CSR co-creation through rich social media platforms, so as to enhance consumer–brand relationship quality via creating community identification.

Antecedents and an Outcome of Customer Engagement With Hotel Brand Community on Facebook

2019 ◽  
Vol 44 (2) ◽  
pp. 278-299 ◽  
Author(s):  
Reham Touni ◽  
Woo Gon Kim ◽  
Hyung-Min Choi ◽  
Mohamed Ahmed Ali
Keyword(s):  
Relationship Quality ◽  
Structural Equation ◽  
Mediating Effect ◽  
Customer Engagement ◽  
Equation Modeling ◽  
Brand Experience ◽  
Brand Community ◽  
Brand Communities ◽  
Brand Relationship ◽  
Brand Relationship Quality

The purpose of this study is to examine customer–brand experience and customer involvement as two drivers of customer engagement (CE) and investigate brand relationship quality as a major outcome of CE with a hotel’s Facebook brand community. It is essential for hotel marketers to understand more about how to engage customers with brand communities embedded in Facebook, to understand what the antecedents of such engagements are, and to recognize what outcomes they can gain from engaged customers. This article adopts structural equation modeling and analyzes data collected from a sample of 347 Facebook users who are hotel customers. The results of the empirical research confirm the significant effect of the two antecedents on CE and the role of engaging customers in building customer–brand relationships. Furthermore, CE with hotel brand communities embedded in Facebook has a mediating effect on the path from customer–brand experience to brand relationship quality.

scholarly journals An Attitudinal Impacts Analysis of Social Media Platforms And Brand Relationship Quality at Music Festivals

2020 ◽  
Vol 24 (6) ◽  
pp. 769-788
Author(s):  
Anna Strand ◽  
Martin Robertson
Keyword(s):  
Social Media ◽  
Relationship Quality ◽  
Research Approach ◽  
Full Potential ◽  
Music Festivals ◽  
Music Festival ◽  
Generation Z ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Use Of Social Media

The purpose of this study is determination of ways in which music festival organizers can target their social media communication with greater certainty toward younger generations (i.e., Generation Z, also called "digital natives"). This research has two core purposes: the first is to investigate how music festivals' use of social media can affect their brand relationship quality (BRQ) with their audience, and the second is to determine how connecting to online brand communities prior to, during, and after a music festival affects the satisfaction and loyalty of attendees. The research follows a positivist epistemological framework and a deductive research approach. The research design grew from a collected body of e-research and uses asynchronous data from the social media platform Twitter to understand consumers' perception of brands in a music festival context. A social network analysis framework is applied. The findings show that social media does affect brand experience, brand image transfer, and BRQ in a positive way and that social media can, therefore, strengthen BRQ with Generation Z music event attendees. The results indicate that music festivals can strengthen BRQ with young consumers through social networking platforms if digital marketing strategies are utilized to their full potential. Reflection is made of the psychosocial value of this networking for young people at a time of socioeconomic turbulence. The practical implications for these findings are also discussed.

scholarly journals What Drives Continuance Intention towards Social Media? Social Influence and Identity Perspectives

2020 ◽  
Vol 12 (17) ◽  
pp. 7081 ◽  
Author(s):  
Athapol Ruangkanjanases ◽  
Shu-Ling Hsu ◽  
Yenchun Jim Wu ◽  
Shih-Chih Chen ◽  
Jo-Yu Chang
Keyword(s):  
Social Media ◽  
Social Identity ◽  
New Media ◽  
Social Influence ◽  
Perceived Usefulness ◽  
Continuance Intention ◽  
Positive Effects ◽  
The Social ◽  
Media Platform ◽  
Continuous Usage Intention

With the growth of social media communities, people now use this new media to engage in many interrelated activities. As a result, social media communities have grown into popular and interactive platforms among users, consumers and enterprises. In the social media era of high competition, increasing continuance intention towards a specific social media platform could transfer extra benefits to such virtual groups. Based on the expectation-confirmation model (ECM), this research proposed a conceptual framework incorporating social influence and social identity as key determinants of social media continuous usage intention. The research findings of this study highlight that: (1) the social influence view of the group norms and image significantly affects social identity; (2) social identity significantly affects perceived usefulness and confirmation; (3) confirmation has a significant impact on perceived usefulness and satisfaction; (4) perceived usefulness and satisfaction have positive effects on usage continuance intention. The results of this study can serve as a guide to better understand the reasons for and implications of social media usage and adoption.

scholarly journals Social Media Activities and Its Influence on Customer-Brand Relationship: An Empirical Study of Apparel Retailers’ Activity in India

2020 ◽  
Vol 16 (4) ◽  
pp. 602-617
Author(s):  
Sukanya Sharma ◽  
Saumya Singh ◽  
Fedric Kujur ◽  
Gairik Das
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Shopping Behavior ◽  
Social Media Marketing ◽  
The Internet ◽  
Digital Era ◽  
Brand Relationship ◽  
The Social ◽  
Marketing Activities ◽  
The Relationship

In this digital era, the internet, and Social Media (SM) has had a radical impact on the shopping behavior of “costumers” The SM provides a platform where “costumers” are exposed to the best product with the best price along with reviews and opinions about the merchandise. So, we can turn our heads and look at a brand in a way as if the brand is speaking to us. This study was an attempt to explore the Social Media Marketing Activities (SMMA) that are being used for the marketing of fashionable products like apparel and to what level the SMMA activities of brands truly strengthen the relationship with customers and motivate purchase intention. Moreover, SMMA has a robust application in developing a marketing strategy for business. It has become a significant tool that collaborates with businesses and people. It is concluded that the “costumer”-brand relationship does have a positive and statistically significant impact on consumers’ purchase intention through SM.

Service Brand Relationship Quality

2014 ◽  
Vol 18 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Bettina Nyffenegger ◽  
Harley Krohmer ◽  
Wayne D. Hoyer ◽  
Lucia Malaer
Keyword(s):  
Relationship Quality ◽  
Brand Relationship ◽  
Brand Relationship Quality ◽  
Service Brand
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