Measuring social media brand community success: the roles of media capability and organisational support

Abstract

By integrating the perspectives of the DeLone and McLean information systems success model, media synchronicity theory, and organisational support, this study develops a theoretical model to examine the factors affecting the success of a social media brand community. Data collected from 220 users of a social media brand community in Taiwan were used to test the model. The results showed that transmission velocity, symbol sets, and reprocessability are the factors that affect social media brand community quality. The results also showed that technology resources support is a predictor of social media brand community quality and user satisfaction, whereas business resources support only has a significant effect on social media brand community quality. Finally, the results revealed that social media brand community quality and user satisfaction exerted significant influences on continuance intention. This paper discusses the theoretical and managerial implications of the study.