Brand Community Engagement Research Articles

Drivers of Knowledge Sharing in Virtual Brand Communities: Self-Determination Perspective

ABSTRACT The prevalence of virtual brand communities and the knowledge sharing occurring throughout these populations has become a staple of both business and consumer online realities. Expanding work on personal motivations, and guided by self-determination theory, this research explores autonomous and relatedness motivations that drive individual knowledge sharing within online communities. The authors argue that such knowledge sharing can be fostered by many drivers, including self-presentation factors, brand community engagement elements, user attitude toward the brand, user reputation, size of community network, and reciprocity from other community members. Analysis was conducted using data collected longitudinally from 2866 club members of Xiaomi’s online MI User Interface community in China. Results reveal that personal signature, post length, online time, login frequency, brand attitude, reputation, online social network, and reciprocity all positively affect individual knowledge sharing within the virtual brand community, while the use of picture posts may have adverse effects and impact knowledge sharing negatively.

Gen Z's Path to Brand Loyalty in Photo Studios: The Influence of Brand Experience, Community, and Engagement

The photography industry, particularly photo studios, is undergoing a significant transformation due to the development of digital technology and social media. Generation Z, as a digital generation, interacts with photography in unique ways, making brand community, brand experience and customer engagement increasingly relevant for building strong relationships with photo studios. This study aims to determine and analyze Generation Z's loyalty to photo studios, focusing on the mediating role of customer participation behavior and customer citizenship behavior. This study uses a quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the relationship between latent variables. Data was collected through questionnaires distributed to Generation Z consumers in Indonesia. The findings show that brand experience and customer engagement significantly increase customer participation and citizenship behavior, which in turn strengthen customer loyalty. However, brand community does not directly influence citizenship behavior or customer loyalty, highlighting the need for a comprehensive approach in building customer loyalty. These results have important implications for photo studios, indicating that creating positive brand experiences and increasing customer engagement are critical to fostering customer loyalty, especially among Generation Z. Photo studios should focus on improving these areas to build a stronger and more loyal customer base.

The role of perceived knowledge on key brand community constructs of trust, involvement and engagement

PurposeAgainst social cognitive and social exchange theories, this research paper aims to investigate the significance and interaction between perceived knowledge, involvement, trust and brand community engagement in brand communities (BC).Design/methodology/approachBC participants (n = 503) completed a cross-sectional survey for this research. Analysis was performed using PLS-SEM via SmartPLS (v. 4.1.0.2) and the novel Necessary Condition Analysis (NCA).FindingsAn integrative KITE model with positive and significant relationships of key BC constructs was established. The perceived BC knowledge influenced involvement and engagement. Furthermore, the constructs of involvement and trust were discovered to have a positive and significant impact on engagement, with trust having a substantial effect on BC engagement. The indirect effects of the trust construct via the BC knowledge and BC involvement constructs were also significant.Originality/valueThis research advances the existing conceptual approaches by introducing knowledge as the key BC constructs. The study illustrates that members’ knowledge about a BC facilitates their involvement in the BCs. The vital role of trust is revealed in the KITE model, as it is significantly related to BC knowledge, BC involvement and BC engagement with at least medium to large effect sizes. Notably, the role of trust is enhanced as it is the only necessary must-have (instead of “should-have”) condition to achieve high levels of BC engagement. Furthermore, the KITE model provides insights for marketers to develop a valuable BC.

Social Media Marketing Activities, Brand Community Engagement and Brand Loyalty: Modelling the Role of Self-brand Congruency with Moderated Mediation Approach

All regions are experiencing a boom in social media adoption, and marketers are continuously seeking innovative approaches to grow their network of loyal customers through online brand communities. The present study aims to examine how social media marketing activities may lead to brand loyalty. In this connection, the study investigates the role of brand community engagement and self-brand congruency. The data were gathered using a survey based on a questionnaire from 245 social media users following certain brand community pages on various social media platforms. Analysis of data set was conducted using structural equation modelling via Amos 23.0 and SPSS 20.0. Additionally, moderated mediation was assessed using SPSS’s Process macro. The findings reveal that social media marketing activities significantly influence customer’s loyalty towards the brand. However, this effect was found to be mediated through brand community engagement. Additionally, the outcome of the moderated mediation analysis demonstrated that the indirect impact of social media marketing activities on brand loyalty through brand community engagement was moderated by self-brand congruency. The study produces novel insights into the intricate relationship between social media marketing activities, brand community engagement, brand loyalty and self-brand congruency, significantly providing a roadmap for managers, guiding them to strategically craft brand experiences, adapt to consumer trends and foster emotional attachments with the brand.

Customer eWOM Engagement in Online Brand Communities: A Systematic Literature Review

Customer eWOM Engagement in Online Brand Communities: A Systematic Literature Review

Online brand community engagement and brand evangelism: the role of age, gender and membership number

PurposeThis study aims to investigate the critical role of online brand community (OBC) engagement and brand evangelism: the role of age, gender and membership number.Design/methodology/approachTo achieve the study’s objective, 303 active Facebook OBC users were surveyed. The AMOS structural equation modelling (SEM) is used to test the hypothesised model.FindingsThe results indicate that OBC engagement improves brand evangelism. Specifically, the results show that age, gender, and OBC membership number moderate the relationship between OBC engagement and brand evangelism. Interestingly, this study found that female, younger and low-OBC follower consumers more significantly contribute to nourishing brand evangelism than male, older and high-OBC follower counterparts.Originality/valueOBC engagement is validated as a key brand evangelism driver, further substantiating its role as a crucial strategic metric. Moreover, age, gender and OBC membership number as moderating factors in the association between OBC engagement and brand evangelism (word of mouth referral, brand defence and future purchases) have been verified. Although the findings suggest that improved OBC engagement contributes to evangelism, this effect transpires more significantly among female, younger and low-OBC followers than male, older and high-OBC followers.

Customer engagement in online brand communities and value co-creation: the Balkan countries perspectives

Customer engagement in online brand communities and value co-creation: the Balkan countries perspectives

Customer engagement in online brand communities and value co-creation: the Balkan countries perspectives

Customer engagement in online brand communities and value co-creation: the Balkan countries perspectives

Brand Community Motives and Engagement: The Impact of Gender

Brand Community Motives and Engagement: The Impact of Gender

Investigating social media-based brand communities engagement’s motives and evangelistic tendencies for football sport’s fans

This study aims to investigate variables that motive brand community engagement. Moreover, explore the mediating role of brand evangelism between brand community engagement and brand defense. The data was collected using quantitative research through an online questionnaire-based survey from 217 active members of certain social media brand communities (SMBCs) which are Facebook and Whatsapp. I chose them because they provide similar functionality. The data was analyzed by using regression analysis. Facebook; for example, adopting instant messaging (IM) features similar to those found in Whatsapp however, the two tools of social media provide different social practices, resulting in different user experiences with the same functionality. Thus, the current research adapted these two tools to add richness to data collection. Respondents are a variety of university students and more than 50 different occupations. The data was analyzed by using multiple regression analysis. The research findings provide a comprehensive analysis of user perceptions and engagement within an entertainment platform across eight dimensions. Users generally hold favorable opinions of the platform, with high ratings for entertainment and information, while self-discovery offers opportunities for improvement. Reliability analysis indicates strong internal consistency among measured items, enhancing data trustworthiness. The correlation matrix underscores significant relationships among dimensions, highlighting their interconnectedness. Kaiser-Meyer-Olkin and Bartlett's Test supports data suitability. Communalities reveal variable significance through PCA. Regression analysis demonstrates the model's effectiveness in explaining engagement variance. Additionally, mediation analysis emphasizes the direct effects of engagement on brand defense, and the indirect one via brand evangelism, contributing to a deeper understanding of user experiences on the platform.

How Perceptions of Dialogic Communication and Authenticity of CSR Communication Lead to Trust and Brand Loyalty Through Online Brand Community Engagement Intention

ABSTRACT This study investigates the relationship between the perceived quality of dialogic CSR communication and perceived trust and brand loyalty. It explores the potential mediation of online brand community engagement (OBCE) intention and the perceived authenticity of CSR communication in this relationship. A survey was conducted using a representative sample of US adult consumers (N = 1,022). All hypotheses were supported by demonstrating (1) the direct linkage between perceived quality of dialogic communication and perceived authenticity, as well as OBCE intention; (2) the direct connection of OBCE intention to trust and brand loyalty; (3) the indirect linkage between perceived quality of dialogic communication and brand loyalty, which were mediated through OBCE intention and trust. The results affirmed that trust operates as a mediator in the relationship between perceived dialogic communication and brand loyalty. Furthermore, the findings suggest that OBCE intention acts as a catalyst that enhances trust in the company and brand loyalty by heightening the perceived authenticity of dialogic communication.

Corporate Social Responsibility and Brand Community Engagement: Dual Mediating Role of Brand and Community Identifications in the Chinese Decor Industry

Corporate Social Responsibility and Brand Community Engagement: Dual Mediating Role of Brand and Community Identifications in the Chinese Decor Industry

Consumers’ Journey toward Brand Loyalty Using Social Media Brand Community Engagement: A Case of Fashion Brands

Social media brand communities engage consumers and build relationships. This research aims to empirically investigate how consumer engagement in social media brand communities can be used to achieve branding outcomes. Fashion brands are divided into three categories clothing, shoes and bags, and accessories. Data was collected and analyzed using structural equation modeling based on a survey of 475 people who belong to social media brand communities of fashion brands. PLS-SEM was used to test the hypothesis. The study reveals Social Media Brand Engagement of consumers of fashion brands positively influences brand experience, brand image, trust, and loyalty. Furthermore, product type moderates the relationship between Social Media Brand Community Engagement and Brand Experience.

The impact of consumer personality and social network position on brand community engagement

The impact of consumer personality and social network position on brand community engagement

THE INFLUNCE OF BRAND COMMUNITY AND COMMUNITY ENGAGEMENT IN BUILDING BRAND TRUST: EMPIRICAL AT YESZY.MFG

A brand community is now not only a marketing tool for manufacturers but also a long-term business strategy to maintain the existence of a brand. The success of the brand community is shown through indicators of customer loyalty and also the willingness of customers to become brand advocates for brands promoted by the community. This study aims to determine the effect of brand community and community engagement in building brand trust at Yeszy.Mfg. This research method uses quantitative methods by taking samples using purposive sampling method, amounting to 100 respondents. Data analysis using SmartPls software. The results of this study state that there is an influence of brand community on brand trust, there is an influence of community engagement on brand trust, and community engagement is able to moderate community engagement on brand trust. Overall, the research findings emphasize the significance of brand community and community engagement in building brand trust within the Yeszy.Mfg brand community. By creating a supportive and engaging environment, the brand can enhance customer loyalty, advocacy, and long-term success.

Leveraging virtual brand community engagement and consumer brand identification as a bounce-back brand recovery strategy: Role of brand endorsers

ABSTRACT Brand community engagement in the virtual environment during a brand crisis has gained attention from firms and marketing scholars due to innovative technologies. However, there is a limited empirical insight into its antecedents and consequences. This study, grounded in signaling and social identity theories, introduces the relationship between endorser credibility, virtual brand community engagement, and consumer brand identification as a pro-active brand recovery strategy. It also examines the impact of virtual brand engagement and consumer brand identification on brand love and forgiveness. The data were collected from online automobile brand community members. The results show that celebrity endorsers' trustworthiness, attractiveness, and expertise can be used as communication signals to expedite the process of consumer brand identification and virtual brand community engagement. Consumers who strongly identify with the brand and engage in its virtual community are more likely to develop an emotional bond with the brand and forgive it following a crisis. Interestingly, the study finds that the relationships between endorser credibility attractiveness and virtual consumer brand identification, endorser credibility trustworthiness and consumer brand identification, and consumer brand identification and virtual brand community are nonlinear.

Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study

Customer engagement in firm-initiated and consumer-initiated online brand communities: an exploratory study

What drives sponsorship effectiveness? An examination of the roles of brand community identification, brand authenticity, and sponsor–club congruence

AbstractThis research examines the influence of brand community identification (BCI) on three measures of sponsorship effectiveness—brand advocacy, purchase intention, and sponsor‐brand choice. Additionally, we investigate the psychological mechanism and the moderators between BCI and sponsorship outcomes. We collected data from members of two brand communities, across four experiments (2 × 2 between‐subject designs), during soccer league events. Our findings demonstrate that BCI increased brand advocacy and purchase intention. It shows a novel psychological mechanism (brand community engagement) between BCI and brand advocacy; both brand authenticity and sponsor–club congruence serve as boundary conditions. Counter‐intuitively, our study revealed that both high‐congruent and low‐congruent sponsor brands could be effective, depending on consumers' identification with the brand community. Our research makes several meaningful theoretical and practical contributions. Sports clubs and sponsors must cultivate consumers' identification with the club's brand community, which offers two‐fold benefits; it leads to greater effectiveness, measured in terms of club brand engagement and sponsor‐brand advocacy. Moreover, our research demonstrates that consumers, regardless of their identification with the brand community, will stop supporting a sponsor brand if they perceive it as less authentic.

Understanding the consumers' multi-competing brand community engagement: A mix method approach.

Participating in multiple competing brand communities simultaneously is common for consumers, which brings challenges for companies to manage brand communities and build strong brand-consumer relationships. Although previous studies have widely examined the drivers and outcomes of consumers' engagement in an individual community, little is known about the multi-competing brand community engagement. This paper explores the manifestation, categories, motivational drivers, and consequences of consumers' MBCE through two studies using two different methodologies to fill this gap. By using netnography, study 1 shows that MBCE behaviors manifest in various ways, and can be classified into three categories: information-oriented MBCE, social-oriented MBCE, and oppositional MBCE. Study 2 indicates through a consumer survey that one reason that motivates consumers to participate in other competing brand communities is because of the attractiveness of other competing brands. Also, the results indicate that consumers' product knowledge is positively associated with MBCE. Finally, the number of competing brand community engagements is positively related to brand switching intention. This article enriches the brand community literature and provides important implications on managing brand communities in a competing environment.

The Moderating Role of Uncertainty Avoidance on Consumer Brand Engagement and Band Loyalty in Virtual Brand Communities

This study aims to investigate the role of consumer brand engagement (CBE) in virtual brand communities regarding loyalty attitudes and uncertainty avoidance. Data set of 750 responses was collected from the students of NTU who joined any brand community on Facebook or Instagram. SPSS was used for descriptive statistics and SmartPLS 4.0 for Structural Equation Modeling. The results revealed positive association of brand community identifications and rewards on CBE, and a positive effect of CBE on brand loyalty. The results revealed partial mediating effect of CBE between brand community identification, loyalty reward and brand loyalty. Moreover, results showed that culture is an important factor in defining the moderating effect of uncertainty avoidance on brand loyalty. This paper is among the first to provide empirical, and practical insights into the impact of uncertainty avoidance in virtual brand communities regarding consumer brand engagement and brand loyalty. The study is helpful for brand managers concerned about attitude of customers connected with online communities.