Are Facebook brand community members truly loyal to the brand?

Investigates two Facebook brand communities and their relationship with loyalty.Community commitment is associated with community promotion behavior and loyalty.Community promotion behavior is associated with different types of loyalty.User activity in Facebook has little or no effect on brand loyalty. This study examines members of Facebook brand communities and tests the relationships between their commitment to the community and brand loyalty. A conceptual model on the linkages between brand community commitment, community promotion behavior and brand loyalty including attitudinal loyalty, repurchase intention and positive word-of-mouth (WOM) is developed and tested with two samples. Dat…