The Roles of Community Engagement and Brand Community Types in Building Brand Trust on Social Media Based Brand Communities

Kurniadi Prastowo

doi:10.32924/ijbs.v4i1.100

Kurniadi Prastowo

Open Access

https://doi.org/10.32924/ijbs.v4i1.100

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Abstract

This study aims to understand the influence of the four elements of the relationship or customer- centric model in the online brand community (relationship between customer-product, customer-brand, customer-company, and customer-other customers) on brand trust in the realm of social media, by measuring moderation effects of community engagement and brand community types. The respondents are 220 respondents, coming from two types of brand community: consumer-initiated and company-initiated brand community. In general, the measurement is done by using structural equation modeling method. The results obtained from the analysis of this study are from the four elements of existing relationships in the online brand community (customer relationships with product, brand, company, and other customers), only customer-brand relationships that significantly affects brand trust. The results are different from previous studies, so it is interesting to investigate further. Furthermore, this research also found moderation effect of community engagement and community types in the relationship between online brand community and brand trust.

Highlights

The existence of internet greatly enhances a person's ability to interact and communicate with each other
Discussion and Theoritical Implication Based on the results of this study can be seen that social media based brand community is different from the brand community in general
This study shows that there is a difference of in luence on customer relationship with product, brand, and company to brand trust in consumer-initiated and company-initiated community types

Summary

Introduction

The existence of internet greatly enhances a person's ability to interact and communicate with each other. Along with the popularity of the online brand community in social media, studies related to this topic increased in number (Jung, Kim, & Kim, 2014). Like it or not nowadays social media has been present in the midst of current marketing practices. Habibi, dan Richard (2013) said that currently literatures that explore the effects of branding on marketing variables related to social media is needed. Previous research done is more focus on online brand community and brand community that are not based on social media, whereas SMBBC and brand community have different aspects such as community structure, social context in communicating, size, and way of giving information (Habibi, Laroche, & Richard, 2014)

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