The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the re...

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Autores principales:	Abdul Bashiru Jibril, Michael Adu Kwarteng, Miloslava Chovancova, Michal Pilik
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2019
Materias:	social media online based-brand community consumer-brand promise consumer-brand engagement brand loyalty Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/a38d71e4e6b5450f8256d24659cef425
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id	oai:doaj.org-article:a38d71e4e6b5450f8256d24659cef425
record_format	dspace
spelling	oai:doaj.org-article:a38d71e4e6b5450f8256d24659cef4252021-12-02T16:09:30ZThe impact of social media on consumer-brand loyalty: A mediating role of online based-brand community2331-197510.1080/23311975.2019.1673640https://doaj.org/article/a38d71e4e6b5450f8256d24659cef4252019-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2019.1673640https://doaj.org/toc/2331-1975This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand community took part in the survey. The findings generated through the partial least square and structural equation modelling (PLS-SEM) showed that OBBC on the social media platform positively initiates consumer-brand engagement and user-brand relationship. While SMP indirectly stimulates consumer-brand promise and trust (CBPT), towards CBL via OBBC. For the purpose of brand management and the firm’s profitability, this paper offered a conceptual model that depicts a connection between SMP and CBL. The managerial implication of this research was to help practitioners and industry players to harness the usefulness of social media platform in their quest to increase market share in the medium to long-term goals.Abdul Bashiru JibrilMichael Adu KwartengMiloslava ChovancovaMichal PilikTaylor & Francis Grouparticlesocial mediaonline based-brand communityconsumer-brand promiseconsumer-brand engagementbrand loyaltyBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 6, Iss 1 (2019)
institution	DOAJ
collection	DOAJ
language	EN
topic	social media online based-brand community consumer-brand promise consumer-brand engagement brand loyalty Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	social media online based-brand community consumer-brand promise consumer-brand engagement brand loyalty Business HF5001-6182 Management. Industrial management HD28-70 Abdul Bashiru Jibril Michael Adu Kwarteng Miloslava Chovancova Michal Pilik The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
description	This paper aims at examining the mediating role of online based-brand community (OBBC) through social media platforms (SMP) given the interplay of consumers’ purchasing attitude in a virtual space. To do this, an online survey was used to gauge the views of online consumers so as to establish the relationship between social media usage and consumer-brand loyalty (CBL) via the online based-brand community. A total of 122 social media users affiliated to at least one online brand community took part in the survey. The findings generated through the partial least square and structural equation modelling (PLS-SEM) showed that OBBC on the social media platform positively initiates consumer-brand engagement and user-brand relationship. While SMP indirectly stimulates consumer-brand promise and trust (CBPT), towards CBL via OBBC. For the purpose of brand management and the firm’s profitability, this paper offered a conceptual model that depicts a connection between SMP and CBL. The managerial implication of this research was to help practitioners and industry players to harness the usefulness of social media platform in their quest to increase market share in the medium to long-term goals.
format	article
author	Abdul Bashiru Jibril Michael Adu Kwarteng Miloslava Chovancova Michal Pilik
author_facet	Abdul Bashiru Jibril Michael Adu Kwarteng Miloslava Chovancova Michal Pilik
author_sort	Abdul Bashiru Jibril
title	The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
title_short	The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
title_full	The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
title_fullStr	The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
title_full_unstemmed	The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community
title_sort	impact of social media on consumer-brand loyalty: a mediating role of online based-brand community
publisher	Taylor & Francis Group
publishDate	2019
url	https://doaj.org/article/a38d71e4e6b5450f8256d24659cef425
work_keys_str_mv	AT abdulbashirujibril theimpactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT michaeladukwarteng theimpactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT miloslavachovancova theimpactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT michalpilik theimpactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT abdulbashirujibril impactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT michaeladukwarteng impactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT miloslavachovancova impactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity AT michalpilik impactofsocialmediaonconsumerbrandloyaltyamediatingroleofonlinebasedbrandcommunity
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The impact of social media on consumer-brand loyalty: A mediating role of online based-brand community

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