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 re...
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Online Access: | http://dx.doi.org/10.1080/23311975.2019.1673640 |
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doaj-a38d71e4e6b5450f8256d24659cef4252021-07-15T13:47:57ZengTaylor & Francis GroupCogent Business & Management2331-19752019-01-016110.1080/23311975.2019.16736401673640The impact of social media on consumer-brand loyalty: A mediating role of online based-brand communityAbdul Bashiru Jibril0Michael Adu Kwarteng1Miloslava Chovancova2Michal Pilik3Tomas Bata University in ZlinTomas Bata University in ZlinTomas Bata University in ZlinTomas Bata University in ZlinThis 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.http://dx.doi.org/10.1080/23311975.2019.1673640social mediaonline based-brand communityconsumer-brand promiseconsumer-brand engagementbrand loyalty |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Abdul Bashiru Jibril Michael Adu Kwarteng Miloslava Chovancova Michal Pilik |
spellingShingle |
Abdul Bashiru Jibril Michael Adu Kwarteng Miloslava Chovancova Michal Pilik The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community Cogent Business & Management social media online based-brand community consumer-brand promise consumer-brand engagement brand loyalty |
author_facet |
Abdul Bashiru Jibril Michael Adu Kwarteng Miloslava Chovancova Michal Pilik |
author_sort |
Abdul Bashiru Jibril |
title |
The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community |
title_short |
The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community |
title_full |
The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community |
title_fullStr |
The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community |
title_full_unstemmed |
The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community |
title_sort |
impact of social media on consumer-brand loyalty: a mediating role of online based-brand community |
publisher |
Taylor & Francis Group |
series |
Cogent Business & Management |
issn |
2331-1975 |
publishDate |
2019-01-01 |
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. |
topic |
social media online based-brand community consumer-brand promise consumer-brand engagement brand loyalty |
url |
http://dx.doi.org/10.1080/23311975.2019.1673640 |
work_keys_str_mv |
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