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Testing an extended model of consumer behavior in the context of social media-based brand communities
- Source :
- Computers in Human Behavior. 62:292-302
- Publication Year :
- 2016
- Publisher :
- Elsevier BV, 2016.
-
Abstract
- Due to the benefits of brand community initiatives and the potential advantages of social media, many marketing managers made significant investments in building brand communities based on social media. A noticeable issue is how to measure the success of such investments in ways that are understandable and comparable to other marketing initiatives. To address this issue, it is essential to understand how social media-based brand communities influence customers' perceptions and behaviors. The purpose of this article is to develop and estimate an extended model of how different aspects of customers' relationships with such communities influence their perceptions and behaviors. The paper describes a way a customer's identification with a brand influences relationships with brand community elements, brand community markers, and ultimately brand relationship quality and brand loyalty. Then using a large sample of brand community members in social media and structural equation modeling, the authors estimate how social media-based brand communities influence brand relationship quality and brand loyalty. Managerial implications are discussed.
- Subjects :
- business.industry
Brand awareness
media_common.quotation_subject
05 social sciences
Brand loyalty
Human-Computer Interaction
Brand management
Brand community
Corporate branding
Arts and Humanities (miscellaneous)
0502 economics and business
050211 marketing
Social media
Business
Brand equity
Marketing
050203 business & management
General Psychology
Reputation
media_common
Subjects
Details
- ISSN :
- 07475632
- Volume :
- 62
- Database :
- OpenAIRE
- Journal :
- Computers in Human Behavior
- Accession number :
- edsair.doi...........a56637361f6ad2b2841e98116a60cf57