Does Social Media Enhance Brand Fandom?

Abstract

In the present day, social media has highly affected the fan culture and fandom for brands. Brands have their fandom, especially luxury brands. The current study aims to explore the influence of social media in enhancing brand fandom through two factors under social media: interaction and usage. Further, the study also seeks to explore the influences of brand fandom on brand loyalty and online purchase intention. The study will undersign the importance of interactions on social media sites to understand the influence of social media on in shaping and reshaping the perception of brands in their mindsets and developing a love for them. Perceptual responses will be gathered from 232 undergraduate and postgraduate students (aged 17-27 years) studying in an Indian private university and subsequently analyze using partial least square. The study seeks to find a relationship between the influence of social media interaction and social media usability on brand fandom. The proposed relationships have been tested using SPSS 17 for Windows.