The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28120%2F19%3A63522684" target="_blank" >RIV/70883521:28120/19:63522684 - isvavai.cz</a>

Result on the web

<a href="https://www.cogentoa.com/article/10.1080/23311975.2019.1673640" target="_blank" >https://www.cogentoa.com/article/10.1080/23311975.2019.1673640</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/23311975.2019.1673640" target="_blank" >10.1080/23311975.2019.1673640</a>

Result language

angličtina

Original language name

The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

Original language description

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.

Czech name

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Czech description

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Type

J_SC - Article in a specialist periodical, which is included in the SCOPUS database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2019

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Cogent Business and Management

ISSN

2331-1975

e-ISSN

—

Volume of the periodical

6

Issue of the periodical within the volume

1

Country of publishing house

GB - UNITED KINGDOM

Number of pages

19

Pages from-to

1-19

UT code for WoS article

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EID of the result in the Scopus database

2-s2.0-85073524236