Artikel
The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers' purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand community took part in the survey. The findings generated through the partial least square and structural equation modelling (PLS-SEM) showed that OBBC on the social media platform positively initiates consumer-brand engagement and user-brand relationship. While SMP indirectly stimulates consumer-brand promise and trust (CBPT), towards CBL via OBBC. For the purpose of brand management and the firm's profitability, this paper offered a conceptual model that depicts a connection between SMP and CBL. The managerial implication of this research was to help practitioners and industry players to harness the usefulness of social media platform in their quest to increase market share in the medium to long-term goals.
- Sprache
-
Englisch
- Erschienen in
-
Journal: Cogent Business & Management ; ISSN: 2331-1975 ; Volume: 6 ; Year: 2019 ; Pages: 1-19 ; Abingdon: Taylor & Francis
- Klassifikation
-
Management
- Thema
-
social media
online based-brand community
consumer-brand promise
consumer-brand engagement
Brand loyalty
- Ereignis
-
Geistige Schöpfung
- (wer)
-
Jibril, Abdul Bashiru
Kwarteng, Michael Adu
Chovancova, Miloslava
Pilik, Michal
- Ereignis
-
Veröffentlichung
- (wer)
-
Taylor & Francis
- (wo)
-
Abingdon
- (wann)
-
2019
- DOI
-
doi:10.1080/23311975.2019.1673640
- Handle
- Letzte Aktualisierung
-
10.03.2025, 11:45 MEZ
Datenpartner
ZBW - Deutsche Zentralbibliothek für Wirtschaftswissenschaften - Leibniz-Informationszentrum Wirtschaft. Bei Fragen zum Objekt wenden Sie sich bitte an den Datenpartner.
Objekttyp
- Artikel
Beteiligte
- Jibril, Abdul Bashiru
- Kwarteng, Michael Adu
- Chovancova, Miloslava
- Pilik, Michal
- Taylor & Francis
Entstanden
- 2019
Ähnliche Objekte (12)
Consumer brand engagement in social networking sites and its effect on brand loyalty
Consumer-brand interactions in social media
Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective
Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media
The effect of social media activities on brand loyalty for banks: The role of brand trust
The impact of brand equity on brand loyalty: The mediating role of customer satisfaction
Consumer view on social media brand communication during the pandemic
Consumer identification with store brands: Differences between consumers according to their brand loyalty
The effect of social-media communication on consumer perceptions of brands
Brand experience and brand loyalty: The moderating role of brand trust and the mediating role of brand love in Pakistani smartphone users
Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
Consumer brand engagement in social networking sites and its effect on brand loyalty
Consumer-brand interactions in social media
Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective
Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media
The effect of social media activities on brand loyalty for banks: The role of brand trust
The impact of brand equity on brand loyalty: The mediating role of customer satisfaction
Consumer view on social media brand communication during the pandemic
Consumer identification with store brands: Differences between consumers according to their brand loyalty
The effect of social-media communication on consumer perceptions of brands
Brand experience and brand loyalty: The moderating role of brand trust and the mediating role of brand love in Pakistani smartphone users
Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer
EWOM and brand awareness impact on consumer purchase intention: mediating role of brand image
Consumer brand engagement in social networking sites and its effect on brand loyalty
Consumer-brand interactions in social media
Reexamining brand loyalty and brand awareness with social media marketing: A collectivist country perspective
Strengthening Consumer Brand Relationships through Consumer Engagement: Online Brand Communities in Landscape of Social Media
The effect of social media activities on brand loyalty for banks: The role of brand trust
The impact of brand equity on brand loyalty: The mediating role of customer satisfaction
Consumer view on social media brand communication during the pandemic
Consumer identification with store brands: Differences between consumers according to their brand loyalty
The effect of social-media communication on consumer perceptions of brands
Brand experience and brand loyalty: The moderating role of brand trust and the mediating role of brand love in Pakistani smartphone users
Brand Love – Moving Beyond Loyalty An Empirical Investigation of Perceived Brand Love of Indian Consumer