scholarly journals Brand loyalty in online brand communities in Malaysia: A Uses and Gratifications perspective

2021 ◽  
Vol 1 (1) ◽  
pp. 2-21
Author(s):  
Chin Fong Ong ◽  
Chun Teck Lye
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Brand Loyalty ◽  
Uses And Gratifications ◽  
Economic Value ◽  
Snowball Sampling ◽  
Brand Communities ◽  
Functional Value ◽  
Online Brand Communities ◽  
Perceived Values

This study examines the online communities’ gratifications of social media usage and to understand how their perceived values within an online brand page environment can affect brand loyalty. In addition to the content-oriented and relationship-oriented aspects of uses and gratifications of online brand communities, this study also includes economic value to the existing model considering online promotions and rewards may encourage consumer brand engagement and subsequently lead to brand loyalty. The data collected via snowball sampling method consisted of the responses of 150 respondents who are in one or more online brand communities of different brands in Malaysia. The result shows that functional value and hedonic value are the most important motivators to drive brand loyalty in online brand communities. The result implies that the brand loyalty in online brand communities in Malaysia depends on the functionality and pleasant sensations experienced from the brand fan page. The result suggests that brand page should deliver informative, rich and customised information contents to fulfil the satisfaction of online communities. This study provides insight on social media users’ perceived values that drive their satisfaction and loyalty towards the brand via the fan page, which in turn helps brand marketing practitioners in Malaysia to understand on how these perceived values may influence the brand loyalty of online communities, particularly from the perspective of the Uses and Gratifications theory.

Brand Loyalty and Online Brand Communities

2016 ◽  
Vol 6 (3) ◽  
pp. 50-61
Author(s):  
Katherine Barnet ◽  
Sharmila Pixy Ferris
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Loyalty ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Social Media ◽  
Food Network ◽  
Online Brand Communities ◽  
Content Analyses ◽  
Social Media Network

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

Brand Loyalty and Online Brand Communities

2018 ◽  
pp. 533-544
Author(s):  
Katherine Barnet ◽  
Sharmila Pixy Ferris
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Brand Loyalty ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Social Media ◽  
Food Network ◽  
Online Brand Communities ◽  
Content Analyses ◽  
Social Media Network

This research explores the use of the online social media network Pinterest in brand-to-consumer engagement and brand loyalty. The basis of the study was formed upon previous research on brand loyalty, online brand communities, brand experiences, and emotional connections to brands. Brand loyalty is defined in this study as pins, likes, or comments on a post by one of three food brands: Cooking Light, Food Network, and Kraft Foods. Content analyses were conducted over a two-week period to observe the number and types of posts by the three brands and the interaction with their Pinterest followers. It was found that consumers who engage with brands on social networks sites, such as Pinterest, do have positive brand experiences, which has been previously linked to increased brand loyalty.

scholarly journals Customer Engagement in Online Brand Communities: An Exploratory Study on "Masarap Ba? Facebook Community"

2020 ◽  
Author(s):  
Maria Gwenetha Pusta
Keyword(s):  
Social Media ◽  
Online Communities ◽  
Exploratory Study ◽  
Customer Engagement ◽  
Brand Community ◽  
Consumer Engagement ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Consumer Feedback ◽  
Online Brand Community

As social media serves as a new marketing platform, there are more opportunities for greater consumer-to-consumer interaction enabling consumer to connect, interact, and engage with wider audience (van Doorn et al., 2010). Consequently, this engagement shifted to a different social form such as the creation of online communities that links engagement to social media more than ever before. Looking on this perspective, the study will explore on nature and value dimensions of consumer engagement in online brand communities. With its focus on online brand community, <i>Masarap Ba? Facebook Community</i>, the study aims to address how hedonic and utilitarian dimensions influence consumer engagement in terms of (1) consumer communication; (2) consumer feedback and (3) consumer collaboration. It also investigates on which value as hedonic or utilitarian is a stronger driver of consumer engagement

Consumer engagement in online brand communities: a social media perspective

2015 ◽  
Vol 24 (1) ◽  
pp. 28-42 ◽  
Author(s):  
Laurence Dessart ◽  
Cleopatra Veloutsou ◽  
Anna Morgan-Thomas
Keyword(s):  
Social Media ◽  
Holistic Approach ◽  
Structured Interviews ◽  
Consumer Engagement ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Social Media Platforms ◽  
Online Brand Community ◽  
Conceptual Relationships

Purpose – This paper aims to delineate the meaning, conceptual boundaries and dimensions of consumer engagement within the context of online brand communities both in term of the engagement with the brand and the other members of the online brand communities. It also explores the relationships of consumer engagement with other concepts, suggesting antecedents of engagement. Design/methodology/approach – Data are collected through semi-structured interviews with 21 international online brand community members, covering a variety of brand categories and social media platforms. Findings – This paper suggests that individuals are engaging in online communities in social network platforms both with other individuals and with brands. The study also identifies three key engagement dimensions (cognition, affect and behaviours). Their meaning and sub-dimensions are investigated. The paper further suggests key drivers, one outcome and objects of consumer engagement in online brand communities. These findings are integrated in a conceptual framework. Research limitations/implications – Further research should aim at comparing consumer engagement on different social media and across brand categories, as this study takes a holistic approach and does not focus on any particular category of brands or social media. Consumers’ views should also be evaluated against and compared with marketing managers’ understanding of consumer engagement. Originality/value – This paper contributes to the fast-growing and fragmented consumer engagement literature by refining the understanding of its dimensions and situating it in a network of conceptual relationships. It focusses on online brand communities in rich social media contexts to tap into the core social and interactive characteristics of engagement.

Creating Consumer-Based Brand Equity With Social Media Content Marketing

2019 ◽  
pp. 419-441
Author(s):  
Wolfgang Weitzl
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Value Chain ◽  
Brand Communities ◽  
Brand Engagement ◽  
Online Brand Communities ◽  
Simultaneous Evaluation ◽  
The Social ◽  
Entertainment Value ◽  
The Impact

Due to the growing importance of company-initiated online brand communities (OBCs) like Facebook brand fan pages, details about consumers' perceptions of these sites need to be linked to their effects on customer-based brand equity. This research builds on Keller and Lehmann's brand value chain as the theoretical foundation and adopts the theory to fit the social media context. This approach enables the simultaneous evaluation of the impact of consumer online content perceptions on both fan-page engagement and consumers' brand mindset. Specifically, this research investigates the consumer-based outcomes of perceptions of content's vividness and interactivity as well as the effects of perceived information and entertainment value of brand posts. In addition, this empirical study evaluates the consequences of positive brand fans' comments for consumer online engagement (e.g., liking), brand awareness, image, and attitude. Results show that consumer-oriented brand pages can stimulate positive offline brand engagement such as loyalty and recommendation.

scholarly journals Nostalgia in online brand communities

2016 ◽  
Vol 37 (3) ◽  
pp. 22-29 ◽  
Author(s):  
Clara Koetz ◽  
John Daniel Tankersley
Keyword(s):  
Social Media ◽  
Community Identity ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities ◽  
Symbolic Meanings ◽  
On Line ◽  
Media Platform ◽  
Collective Dimension

Purpose The purpose of this paper is to analyze the characteristics of a subculture of consumption organized toward a nostalgic brand on a social media platform. More specifically, the authors examine the role of these nostalgic feelings in the development of a community identity and the benefits they promote in the creation and perpetuation of this group. Design/methodology/approach The authors conducted a netnographic study to examine the case of Caloi 10 on Facebook. The data collection was carried out by following interactions among members of this community for seven months. Besides this, field observations and interviews were also considered in the analysis. Findings Four categories emerged from the analysis: Identity and nostalgia, the subculture’s ethos, consumption habits and hierarchical social structure. Nostalgia was shown to have a collective dimension, connecting the group around the brand, and positively affecting the ties between members and members and the brand. Practical implications On-line brand communities can be promoted to strengthen connections between consumers and a brand, and between consumers with each other. For that, it is important to understand the characteristics and specificities of these groups. Originality/value Few studies have dealt with the characteristics of brand communities in social media, as well as the role of nostalgia in these groups. This research fills these gaps, exploring aspects related to consumption as a way of transmitting symbolic meanings and expressing nostalgic feelings in on-line brand communities.

scholarly journals The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty

2012 ◽  
Vol 28 (5) ◽  
pp. 1755-1767 ◽  
Author(s):  
Michel Laroche ◽  
Mohammad Reza Habibi ◽  
Marie-Odile Richard ◽  
Ramesh Sankaranarayanan
Keyword(s):  
Social Media ◽  
Value Creation ◽  
Brand Loyalty ◽  
Brand Trust ◽  
Brand Community ◽  
Brand Communities

Building brand loyalty through user engagement in online brand communities in social networking sites

2015 ◽  
Vol 28 (1) ◽  
pp. 90-106 ◽  
Author(s):  
Xiabing Zheng ◽  
Christy M. K. Cheung ◽  
Matthew K.O. Lee ◽  
Liang Liang
Keyword(s):  
Social Networking ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Online Survey ◽  
Survey Study ◽  
User Engagement ◽  
Research Model ◽  
Content Type ◽  
Brand Communities ◽  
Online Brand Communities

Purpose – The purpose of this paper is to explore the concept of user engagement in the context of online brand communities. A research model is proposed to explain how brand loyalty is developed through user engagement. Design/methodology/approach – The research model was empirically tested with an online survey study of 185 current Facebook users. Findings – Results revealed that user engagement influenced brand loyalty both directly and indirectly through online community commitment. Users tend to focus on the benefits (rather than the costs) derived from the usage when they engage in an online brand community. Research limitations/implications – The selection of respondents is bound to the Hong Kong area, while Facebook members are globally distributed. In addition, this study involved a cross-sectional design instead of investigating the development of brand loyalty from a long-term perspective. Practical implications – The results inform e-marketers the importance of user engagement behaviors for building brand loyalty through online communities. Strategies that encourage members to engage in online brand communities on social networking sites such as Facebook are also provided. Originality/value – The concept of user engagement in online brand communities is still poorly understood, underscoring the need for theoretically based research of user engagement. This paper enriches the knowledge in the area of brand engagement by presenting a research model that introduces the concept of user engagement in social media research and empirically examines its role in building brand loyalty in online brand communities.

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