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

Title:

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

Laroche, Michel and Habibi, Mohammad Reza and Richard, Marie-Odile and Sankaranarayanan, Ramesh (2012) The effects of social media based brand communities on brand community markers, value creation practices, brand trust and brand loyalty. Computers in Human Behavior, 28 (5). pp. 1755-1767. ISSN 07475632

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Official URL: http://dx.doi.org/10.1016/j.chb.2012.04.016

Abstract

Social media based brand communities are communities initiated on the platform of social media. In this article, we explore whether brand communities based on social media (a special type of online brand communities) have positive effects on the main community elements and value creation practices in the communities as well as on brand trust and brand loyalty. A survey based empirical study with 441 respondents was conducted. The results of structural equation modeling show that brand communities established on social media have positive effects on community markers (i.e., shared consciousness, shared rituals and traditions, and obligations to society), which have positive effects on value creation practices (i.e., social networking, community engagement, impressions management, and brand use). Such communities could enhance brand loyalty through brand use and impression management practices. We show that brand trust has a full mediating role in converting value creation practices into brand loyalty. Implications for practice and future research opportunities are discussed.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Laroche, Michel and Habibi, Mohammad Reza and Richard, Marie-Odile and Sankaranarayanan, Ramesh
Journal or Publication:Computers in Human Behavior
Date:2012
ID Code:974513
Deposited By:ANDREA MURRAY
Deposited On:02 Aug 2012 10:33
Last Modified:02 Aug 2012 10:33
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