Enhancing Consumers' Stickiness to Online Brand Communities as an Innovative Relationship Marketing Strategy

Abstract

With the popularity of social networking sites, enterprises start to establish their own brand communities to manage and maintain customer relationships. Consumer stickiness is regarded as one of the critical determinants for the success of a brand community. Enhancing consumers' stickiness to online communities can lead to repurchase behavior and positive word-of-mouth and thereby increase sales volume and customer recruitment. This study endeavors to explore the antecedents of consumers' stickiness to a SNS-based online brand community from the aspects of enterprises and consumers. Data were collected through online questionnaires conducted on Do-Survey website with a hyperlink posted on the PTT, the largest BBS website of Taiwan. After excluding non-usable data, the final sample size was 516. The results indicated that information quality, perceived value, and community identification have positive effects on consumers' stickiness to online brand communities. Moreover, stickiness to online brand communities has positive impacts on customer loyalty.