The Influence of Online Brand Community Identity and Trust on Sustainable Customer Loyalty

Abstract

Based on Social Identity Theory and Trust Theory, this paper discusses the impact of online brand community identity and trust on customer engagement, as well as the impact of customer engagement on customer loyalty. The results show that the two community factors have a significant impact on customer engagement, and customer engagement has a positive correlation with customer loyalty. These results reflect that online brand community identity and trust have positive impact on customer engagement, which increases the motivation of customers to participate in community activities, when customers obtain greater satisfaction and perceived benefits from community activities, the satisfaction and perceived benefits can be transformed into customers' sustainable stickiness and loyalty to the brands. In addition, customer engagement plays a partial intermediary role between online brand community identity, trust and customer loyalty. The results of this study are helpful to improve the management of online brand community, provide companies with ideas to improve business model, innovation, and bring new experience and value to companies and customers.