6533b823fe1ef96bd127ec8c
RESEARCH PRODUCT
Are Facebook brand community members truly loyal to the brand?
Juha MunnukkaAnna TikkanenKarjaluoto Heikkisubject
attitudinal loyaltymedia_common.quotation_subjectBrand awarenessWord of mouthAdvertisingrepurchase intentionStructural equation modelingBrand loyaltyHuman-Computer InteractionBrand communityPromotion (rank)Arts and Humanities (miscellaneous)word-of-mouthcommunity promotion behaviorLoyaltyConceptual modelPsychologyta512brand community commitmentGeneral Psychologymedia_commondescription
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. Data from 3305 Facebook brand community members were analyzed using partial least squares structural equation modeling. The results show that brand loyalty is influenced by brand community commitment and community promotion behavior. Brand community commitment and community promotion behavior have the largest effect on positive WOM in both samples.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2015-10-01 | Computers in Human Behavior |