The influence of user participation in social media-based brand communities on brand loyalty: age and gender as moderators

Abstract

Facebook today is not just a platform for connecting with loved ones, but also an online space for brand lovers to interact with each other as well as with the brand. Given this potential of social media platforms, a number of companies nowadays launch their brand pages to create and retain customer relationships and brand loyalty. The aim of our study was to examine the concept of member participation within the context of social media-based brand communities. A research model was developed to describe how brand loyalty is influenced by member participation. The research model was tested empirically with an online survey of 436 alumni of a highly reputed institution in India who are also members of Facebook fan pages of Indian hotels. The findings reveal that members’ active participation significantly influences brand loyalty directly and indirectly via brand commitment. Results show that perceived benefits and costs enhance active member participation in the community. Member age did not influence this effect; young and old members were equally influenced by the perceived benefits and costs. Men were more influenced than women by perceived benefits. The findings of this study will benefit hotel managers and e-marketers in understanding the importance of participatory behavior for developing brand loyalty via online communities on social media. Suggestions that managers will find useful for motivating member participation in brand communities on social media are also discussed.